Introduction
In late November 2024, we assumed management of the Google Ads account for a muscle recovery massager tool, a new entrant in the personal recovery device market. The client offers an innovative electric massage scraper designed to alleviate muscle tightness and soreness, enhancing recovery and performance. The brand competes against established industry leaders such as Theragun, Therabody, Hexocare, Revomadic, etc.
We were able to make Google Ads profitable within just a week of taking over, achieving around 3x ROAS. However, we started with a very low spend of about $50 a day.
How We Started
Phase 1: Laying the Foundation We started with essential groundwork:
Conversion Tracking & Dynamic Remarketing Tags: Set up to ensure accurate measurement and re-engagement of potential customers.
Competitor Research & Ad Copy: Conducted an in-depth analysis of competitors’ messaging and USPs to craft ad copy that would resonate with our target audience.
Initial Campaigns: Launched four key campaigns—Brand Search, Non-Brand Search for all three products – allocating $100/day initially. Early results were encouraging, and we hit a 2.5x ROAS quickly.
Phase 2: PMax Sale Campaign & Feed Only Campaign
Kicking off in the final week of November, we wasted no time and launched a pre-Christmas sale using a high-impact Pmax campaign. Eye-catching images, engaging sale videos, and compelling headlines highlighting the product’s benefits and exclusive offers made this campaign a standout. The results? We scaled daily spending from $80 to $300 while boosting revenue by an impressive 2.5x!
After successfully driving quality traffic to our website, we launched a highly targeted Pmax Feed-Only campaign focused on remarketing audiences. This strategic move allowed us to re-engage users who visited our site, added products to their carts, but didn’t complete their purchases. The campaign gained momentum over time, delivering an impressive ROAS of 3.6x, turning missed opportunities into tangible conversions!.
Phase 3: TOF & BOF Standard Shopping Campaign
After a few days of successfully running ads, we took our strategy to the next level by launching separate Standard Shopping campaigns tailored for Top-of-Funnel (ToF) and Bottom-of-Funnel (BoF) audiences. As these campaigns gained traction, we implemented smart TROAS bidding strategies: a lower TROAS for the ToF campaign to maximize reach and drive traffic to the website, and a higher TROAS for the BoF campaign to convert finely-tuned audiences into loyal customers. This strategic balance ensured optimal performance across the funnel, turning clicks into conversions and boosting overall campaign efficiency!
Phase 4: Expanding with YouTube Ads
To further amplify our reach and conversions, we rolled out two strategic YouTube campaigns: a YouTube Prospecting campaign to attract new users and a YouTube Remarketing campaign to re-engage previous visitors. This dual approach ensured we reached fresh audiences while staying top-of-mind for warm prospects. The result? A stellar ROAS of 3.4x from YouTube ads! By combining audience expansion with precise retargeting, we crafted a balanced strategy that turned YouTube into a powerful growth channel.
Phase 5: Competitor Pmax Campaign
Recognizing the substantial search volume for competitor brands—such as Theragun, which garners approximately 13,500 monthly searches, compared to around 2,500 for “massage scraper” – we developed a strategy to capitalize on this trend.
To strategically capture competitor traffic, we crafted a manual product feed with titles optimized for competitor terms This clever approach allowed us to bid on competitor brand keywords and attract their audience effectively. By directly addressing competitor-focused searches, we not only drove high-intent traffic but also converted it into sales, achieving a solid ROAS of 2.3x!
Results
By leveraging a strategic mix of Search, Pmax, Standard Shopping, YouTube Prospecting and Remarketing campaigns, alongside targeted demand generation efforts, we successfully scaled the client from a modest $50 daily ad spend to generating $2,000 in daily revenue within just two months.
Conclusion
In just two months, we scaled the client’s Google Ads from a modest $50 daily spend to $2,000 in daily revenue, achieving a strong 3x ROAS. Our strategy combined PMax, Standard Shopping, and YouTube campaigns, with a focus on audience segmentation, smart bidding, and competitor targeting. We quickly made ads profitable, launching high-impact sales campaigns, remarketing strategies, and a competitor-focused approach to capture market share. By balancing top-of-funnel reach with bottom-of-funnel conversion tactics, we turned this product into a fast-scaling brand in the personal recovery device market.
