$329k per Month Google Ads Strategy Breakdown (eCom)

In this post, I'll share the exact Google Ads strategy I use to scale an e-commerce brand consistently to a 14 ROAS (Return on Ad Spend) each month. Last month, we spent €23,657 to generate €329,000 in revenue, achieving a 1.94 ROAS.

Key Elements of the Strategy

One of the key aspects of our strategy is its simplicity. We've found that Google Ads thrives on having ample data within each campaign, favoring consolidated data rather than segmented ad groups. This approach becomes even more critical with Performance Max (PMax), and it's a strategy that has consistently delivered results.

Full Funnel Approach

Our strategy employs a full-funnel approach, especially when spending around €30,000 per month. Here's a breakdown:

1. Top of Funnel: Demand Generation Campaign
   • Products: We focus on two winning products and two collection asset groups showcasing our hero products. This follows the 80/20 rule, where 80% of revenue often comes from 20% of products.
   • Hero Products: These are our most popular items, generating significant demand. By concentrating on these, we leverage existing consumer interest.
2. Middle of Funnel: Performance Max Campaigns
   • High Demand: This segment includes our best-selling products. Recently, I've found that adding more SKUs (Stock Keeping Units) per asset group enhances performance, as having only one SKU often limits data collection.
   • Low Demand: This campaign focuses on collections. Here, results can vary widely, so it's essential to test and analyze data rather than rely on assumptions.
3. Feed Only PMax Campaign
   • This new addition mirrors our lower demand strategy while housing top-performing products within collections. The focus is on minimal variables in terms of ad copy and audience signals. By keeping it broad, we've achieved positive results, but it requires testing to find what works best.

Bottom of Funnel Campaigns

1. Brand Campaign
   • We bid on our brand name, but limited ad spend to about 5%. This protects our brand identity while targeting only new customers.
2. Dynamic Remarketing Display Campaign
   • This campaign connects to our Google Merchant Center, allowing us to display products users have previously viewed. It's crucial to ensure products are eligible for remarketing and that the remarketing tag is set up properly.

Conclusion

This is the strategy I use to scale an e-commerce brand to over €300,000 a month with a consistent 14 ROAS. It's a strategy that has consistently delivered results, and I'm confident it can do the same for your brand. If you're interested in applying this strategy to your own brand, feel free to book a call with me. Let's discuss how we can scale your e-commerce performance!