Intro
In October, we took over a brand-new Google Ads account for a U.S.-based DTC brand. In just one month, we scaled revenue from CA$0 to CA$92,001.85, while consistently maintaining 3x+ ROAS and acquiring 10,000+ new customers.
The Challenge
The brand was starting from scratch with:
- No existing ad infrastructure
- Zero tracking, campaign history, or optimizations
- A need to scale fast ahead of Black Friday/Cyber Monday (BFCM)
- Limited visibility in a competitive niche dominated by utility-focused consumer electronics
Strategy
1. Laying the Foundation
- Implemented complete tracking via Google Tag Manager, enhanced conversions, and dynamic remarketing.
- Optimized Google Merchant Center: cleaned up product titles, added GTIN/MPNs, refined descriptions, and corrected tax/shipping info.
2. Strategic Campaign Launches
Non-Branded Search Campaigns
- Conducted in-depth keyword research segmented by search intent.
- Used emotionally-driven, high-converting copy and positioned against competitors.
Standard Shopping Campaigns
- Segmented into high vs. low-priority product groups.
- Leveraged negative keywords to boost efficiency.
Branded Search + Shopping
- Launched to protect branded traffic and reduce CPCs from competitors.
3. Creative Testing & Optimization
Product Duplication Strategy
- Created variants of top SKUs, optimized for different search terms.
- Tracked performance, and reallocated budget to top performers.
YouTube Campaigns
- Ran both prospecting and remarketing video ads.
- Targeted via keyword segments, affinity groups, and cart abandoners.
Performance Max (PMax)
- Started with general campaigns, then split into:
- Asset-only campaigns
- Feed-only campaigns
- Ran campaigns with distinct audience signals (competitor interest, affinity, first-party data).
Competitor Targeting
- Developed “alternative to [competitor]” product variants.
- Launched dedicated Shopping & Search campaigns against those brand terms.
4. Full-Funnel Growth Tactics
Demand Gen Campaigns
- Used lifestyle-focused video and image ads to build top-of-funnel awareness.
Multi-Campaign Product Targeting
- Targeted the same product across campaigns segmented by keyword themes and audience types for saturation.
5. Dynamic Scaling for BFCM
Real-Time Budget Scaling
- Scaled budgets hourly based on CTR, CPC, and CVR data.
Automated Ad Management
- Set up creative rotation rules to ensure only top-performers ran during peak periods.
Results (One Month)
- Revenue: Scaled from CA$0 to CA$92,001.85
- ROAS: Maintained consistently above 3x
- Customers Acquired: Over 10,000
Key Takeaways
- A strong foundation (tracking + feed optimization) is critical for aggressive revenue growth.
- Product duplication and multi-campaign testing unlock new high-performing segments.
- Real-time scaling and automation enable efficient, sustainable growth during peak shopping windows.
A full-funnel strategy (Search + Shopping + YouTube + PMax + Demand Gen) maximizes both reach and conversions.
