Case Study: 180% Revenue Growth Through Google Ads Restructure

The Starting Point: Inefficient Spend with Unclear Attribution

The client — an outdoor gear e-commerce brand — came to FBG with $25K/month in Google Ads generating a 2.1x ROAS. Our audit revealed root causes that are common across accounts, many of them related to how Performance Max interacts with other campaign types.

What Was Broken

Brand keywords mixed with non-brand in the same campaigns (inflating reported ROAS), no separation between top-performing and low-performing products, Performance Max cannibalizing Shopping budget without transparency, and no negative keyword management. The attribution was also muddy — we implemented proper GA4 conversion tracking as a first step.

The Restructure

We implemented: dedicated brand vs. non-brand campaign separation, product-level ROAS targets based on margin data, consolidated Shopping campaigns for high-velocity SKUs vs. long-tail SKUs, Performance Max limited to proven product categories, and negative keyword lists built from 90 days of search term data.

The 90-Day Results

By Day 30: ROAS improved to 3.8x. By Day 60: 4.6x. By Day 90: 5.8x ROAS — generating $145K in revenue from $25K spend, vs. $52.5K before. That's $92.5K more revenue per month from the same budget. We validated this improvement using an incrementality test framework to confirm it wasn't just seasonal uplift.

The Key Insight

In Google Ads, clarity defeats complexity. Campaigns that mix different product types and intent levels confuse the algorithm. Clean, intentional structure lets machine learning optimize toward actual business goals. To get a free audit of your Google Ads account, contact us.