Each one below is a real ecommerce Google Ads account: what we found when we opened it, what we changed, and what happened afterwards. Client names are withheld, so each is listed by category.
Figures are taken from the accounts over the periods described. Results vary with margin, category, competition and the state of the account at the start.A musical instruments brand with healthy traffic and stalled growth. Spend was going up, revenue was not. The account was only one part of the problem: conversion rate was weak, structure was loose, and almost nobody bought twice.
The lesson. Scaling revenue is rarely a budget problem. Conversion rate and lifetime value were worth more here than any bid adjustment, and the ad account only started compounding once both were fixed.
A supplements brand running Shopping, Search and Demand Gen at high six figure spend. Volume was not the issue. Structure was. Brand clicks were costing $10 to $13, non-brand was past $20, and the reporting was inflated enough that nobody could see it.
The lesson. At $100K a month, structure is the whole game. Spend amplifies whatever is already broken, and inaccurate tracking gives you the confidence to scale the broken version faster.
A seasonal lawn care brand with subscription products and an aggressive peak season budget. On paper the account looked strong. The ROAS was being carried by branded queries inside Performance Max, and it fell apart every time spend went up.
The lesson. Separating brand from non-brand is what makes ROAS mean anything at scale. Without it you are reading a number that rises with your own organic demand and falls the moment you try to grow.
A wellness device brand with real demand and an account built almost entirely around capturing it. The job was not proving the product sold. It was building an acquisition engine that could reach people who had never heard of the brand, across four markets, without losing control of efficiency.
The lesson. Prospecting became the dominant spend and the dominant revenue driver while staying inside the efficiency target. That is the outcome worth aiming at, not a high blended ROAS propped up by demand the brand already owned.
A high AOV natural products brand operating under hard supply constraints, with revenue deliberately capped to keep operations intact. Scaling aggressively would have broken the business. Google Ads had to earn its place as a profit channel instead of a growth channel.
The lesson. Not every account should scale. When supply is the constraint, the right strategy is to make every pound of spend more efficient and let Google capture demand rather than try to create it.
Thirty minutes, read-only access, and an honest answer. We go through your account and tell you what we would change first, in what order, and why.
Book a free strategy session No obligation. If the account is in good shape, we'll tell you.