Google Ads Portfolio ⤵
Scaling Google Ads PROFITABLY looks like this
Google Ads Case Studies
Hospitality Client
The Challenge
My client brought me onboard to help refine their paid search strategy across Google and Bing to bring more bookings into their 10 properties located across the US. They did not have a clear paid search structure broken down by brand and non-brand for each individual property.
Solution
I completely revamped their paid search structure in December of 2022. I dug into their top performing keywords by property & by market to get a deep understanding of performance. I broke out their property campaigns into brand & non-brand campaigns, with themed ad groups based on markets (hotels in nashville), key landmarks (hotels near broadway), extended stay (extended stays near nashville) and so on to get very targeted with their search strategy.
Results
This restructure led to nearly a 2x month-over-month increase in ROAS (+93% increase) going from a $5 ROAS to their goal of $10 ROAS across properties all due to the account restructure I put in place.
In Q3 of 2023, we have been achieving above a $10 ROAS for a majority of properties, upwards of $18 in ROAS.
DTC Client - Health & Beauty
The Challenge
An e-commerce brand in the supplement space needed to bring on a media buying expert to help them scale their Google Ads account.
Solution
I audited their account to find optimizations to increase performance and ultimately ended up restructuring their account. I broke out brand and non-brand keywords into separate campaigns, as well as added a Performance Max campaign to the mix. I added cascading negatives to campaigns to ensure there wasn’t overlap between brand terms falling under non-brand or vice versa. I also did a large negative keyword optimization to filter out non-relevant search terms and focus only on terms where a searcher was specifically looking for a solution (e.g. searching for “pills to help with bloating” vs. “why is my stomach bloated after eating”). I also implemented tROAS bid strategy to optimize for conversion value and increase AOV.
Results
With these optimizations and restructure, account-wide we are maintaining a nearly 9% CVR across search campaigns. The non-brand search campaign has a 6% CVR and $1.5 ROAS. The PMAX campaign has held a $2.7 ROAS. In the last 30 days, these campaign have generated over $41k in revenue at a $2.8 blended ROAS.
In TripleWhale over the last 90 days, we’ve seen even better performance with brand terms achieving $3.5 ROAS, PMAX at $3 ROAS and non-brand terms at $2 ROAS, all while scaling the account up.
