The $17.8M Google Ads Consolidation Strategy
I made $17,800,000 for our client.
Today you’re going to learn exactly:
- How I transitioned them away from PMax
- Phase 1: A complete blueprint of the initial account build
- Phase 2: Why and how I consolidated their performance campaigns
In fact:
This unique strategy is so effective…
It’s the reason they achieved:
- $17.8M revenue
- 21.29 ROAS
- 440K Sales
& exceeded every $$ goal they had.
So, if you’re looking to:
- Make A LOT more money
- Smash all your revenue goals
- Take your brand to the next level
This is for you.
Here’s an overview of what’s to come:
Performance Max Transition
The first step of this strategy was to transition the account from PMax to Standard campaigns.
Why?
For greater:
- Control
- Visibility
- Optimisation
If you want a complete breakdown, check out:
Why PMax campaigns shouldn’t be used.
Here’s an overview of how the account looked when we first took it on.
- 9 PMax campaigns spending $2,035/day
- Several Search & Shopping campaigns
- A lot of cannibalisation occurring
The worst part?
No accurate performance visibility.
Limiting optimisation ability and budget allocation.
Sound familiar?
In a very simple view, this is how we transitioned the campaigns.
For more information on the PMax transition, we followed the structure and transition timeline outlined within this guide.
Phase 1: Initial Build
Remember when I said we had minimal performance visibility which limited optimisation ability and budget allocation?
This was the first obstacle we had to overcome.
To tackle this, we had to:
- Completely build out all the key categories and subcategories
- Let the campaigns build data over a longer period of time
- Continuously optimise and manage the campaigns
And it worked a treat.
Not only were we getting complete visibility on all performance data…
But the campaigns were performing so much better than they were before.
With the ability to now optimise the campaigns and budget…
Revenue and profits took off:
Phase 1 build consisted of 43 campaigns:
- All categories segmented by a tiered system
- Heavily focused on Shopping and Search
- Brand and non-branded campaigns
Note: If you’d like a close up of this image, you can view it here.
You can see how this level of segmentation and structure gave us the ability to really turn the account around.
However:
The plan was to never keep the account at 43 campaigns (it was too many!).
We simply needed to give each category space and time to perform and build up data before moving onto the next phase…
Enter:
Phase 2: Consolidation Strategy
We knew to really scale the account, we had to consolidate the campaigns.
Why?
Consolidated campaigns = Consolidated data.
And…
The more performance data in a single campaign (conversions, conv. value etc.)…
The more fuel you’re giving Google’s AI to optimise against.
Meaning:
The more you centralise data points and signals:
The more sales your campaigns will drive for you.
And to fully harness the power of Google’s AI.
This is exactly what we did.
Consolidating the account from 43 campaigns to 18 campaigns.
Note: If you’d like a close up of this image, you can view it here.
What made this so successful?
We had every data point and signal to determine exactly which campaigns were being consolidated.
There were no random choices being made (which can occur with PMax).
We leveraged 100% data to make 100% of our decisions.
We also kept in mind the brand’s strategic goals as well.
Key growth categories were maintained to ensure competitiveness on a product level.
You can see the spike in revenue after consolidating:
Scaling the account leading to increased growth for the brand!
It was a journey to say the least, what’s next for this particular client?
We’ve activated demand generation for them (in particular YouTube Shorts) to maximise growth, reach and audience size.
Bonus: Transform Your Campaigns Now
If you’re not making the $$ you want to from Google Ads:
Reach out we’d be happy to build you a strategy, manage and optimise your campaigns.