Budget more than doubled and efficiency improved along the way
The account was essentially one single campaign. After building it out to five campaign types, revenue grows faster than budget, at roughly half the click price.
- Industry
- D2C online store
- Markets
- DACH
- Timeframe
- 12 months
- +142 %
- revenue from Google Ads
- 6×
- revenue per additional euro invested
- −44 %
- click price at four times the click volume
- The account consisted essentially of Performance Max and a single search campaign. Everything ran out of the same pot.
- Brand queries ran along unmanaged. They were never reported separately, so they could neither be assessed nor capped.
- Without dedicated campaigns for generic demand and without Demand Gen there was hardly any access to buyers who did not know the brand yet.
- Click prices sat at a level that would have made any scaling expensive.
- Built out the account structure: two campaigns became five types, Performance Max, brand search, generic search, Demand Gen and shopping bundles.
- Rebuilt brand search and steered it separately. Only then is it visible what the brand name costs and what it returns.
- Moved budget into the new structure step by step instead of pouring it into one campaign.
- Prepared the structure ahead of the fourth quarter so the demand peak could actually be captured rather than hitting a budget ceiling.
- On more than double the budget, revenue grew even faster. Every additional euro invested returned more than six times as much revenue.
- ROAS is above last year despite the scaling, and cost of sale is more than a percentage point below it. Growth without losing efficiency.
- Click volume quadrupled at a click price 44 percent lower. That is the real lever behind the growth, not the larger budget.
- Brand search is now by far the most efficient campaign in the account and offsets the efficiency cost that scaling Performance Max brings with it.
- Revenue per conversion more than doubled.
- The fourth quarter was the strongest in the history of the account.
| Metric | Change |
|---|---|
| Revenue | +142 % |
| Budget | +126 % |
| ROAS | +7 % |
| Cost of sale | −1.2 pp |
| Clicks | +304 % |
| Visibility in auctions | +394 % |
| Click price | −44 % |
| Revenue per conversion | +115 % |
Twelve months against the twelve months before, at account level. The business is strongly seasonal and a large part of the year hangs on the fourth quarter, which is why this is calculated over twelve months rather than on a single month.
We do not publish absolute budgets, revenue or order numbers. Those are our client’s figures, not ours. Everything here can be verified in the account during a call.
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