The $96.4M Google Ads eCommerce Framework — Built By GMD To Help 6-10 Figure Brands Scale Predictably
I helped one eCommerce brand generate $96,400,000 through Google Ads.
This is the exact 9-step framework I used to do it.
Today, you’ll get exclusive access to every campaign breakdown and the business insights behind it.
Here’s how their campaigns perform:
Make no mistake – this framework is bulletproof.
It’s engineered to drive scalable, predictable revenue.
If you’re ready to seriously scale your brand…
Let’s jump right into it:
- Brand overview
- Account structure
- Step 1: Data feed optimisation
- Step 2: Performance Shopping campaigns
- Step 3: Branded Search campaign
- Step 4: Branded Shopping campaign
- Step 5: Non-branded Search campaigns
- Step 6: Non-branded DSA campaign
- Step 7: Dynamic Remarketing campaign
- Step 8: YouTube Remarketing campaign
- Step 9: YouTube Shorts campaign
- Bonus: Apply The $96.4M Framework
Brand Overview
Before we get into the campaign breakdown, let’s first go through some key brand detail:
- Vertical: Health and fitness
- Categories: 7
- Sub categories: 34
- Products: 14,577
- Priority categories: 3
- Priority sub categories: 12
- Key seasonality considerations: 6
- Impact of seasonality: 21 sub categories
With all these considerations, a solid account architecture had to be designed to ensure:
- We had maximum control to increase campaign management fluidity
- We were deploying budgets to the right categories at the right time
- Flexibility to sale activation with quick turn around times
With a clear understanding of the brand and it’s requirements…
We were ready to reverse engineer them to craft the most effective account structure.
Note: Although the vertical is health and fitness, we use this performance system to achieve strong results for all our clients across multiple industries.
Account Structure
To detail every aspect and campaign within the account would be an overkill.
However, here’s a summarised view of a portion of it.
It highlights the key revenue driving campaigns:
From left to right you can see:
- Clear segmentation of brand and non-branded campaigns
- Across both Search and Shopping
Within Search we have:
- Branded
- Non-branded
- DSA
Within Shopping you can see:
- A dedicated branded campaign
- The tiered category segmentation
- The sub category focuses
Remarketing campaigns across:
- Dynamic
- Video
- With an increased focus on abandon carts
Funnel Segmentation & Consideration
As you can see we really built out the:
- Middle and
- Bottom of funnel campaigns
To a structure which supported the growth and control needs of the brand.
Getting this balance right is the key to campaign success.
About Green Mint Digital
We’re a specialist Google Ads agency helping 7-10 figure eCommerce brands scale profitably. With $59M+ in ad spend managed and $427M+ in tracked revenue, our 3-Phase ROAS Scaling System™ powers every campaign we build – including the $96.4M framework you’re reading now.
What About Performance Max Campaigns?
The account runs zero PMax campaigns, to successfully manage and optimise an account of this size:
- Full data visibility
- Budget control
- Inventory placement management
Is required.
Even for smaller accounts, we’d advise against PMax campaigns for the same reasons.
Why This Framework Works So Well
Is in the account architecture we just went through, it:
- Targets each stage of the funnel
- Is incredibly performance focused
- Intentionally nurtures customers
- Keeps them highly engaged
- Maximising conversions
It’s a full-funnel performance approach to Google Ads…
Designed to maximise profitable revenue.
What follows now is a complete breakdown of the 9-step framework across demand generation and capture.
Loaded with value and golden nuggets which will improve your campaigns performance!
Step 1: Data Feed Optimisation
The better optimised your data, the more:
- Control
- Structure
- Success
You’ll have across your campaigns.
Which is exactly what you need to maximise performance.
Data Feed Optimisation Platform Of Choice
The only tool I use is DataFeedWatch (DFW).
I’ve been using it since 2017 and it works incredibly well.
If you’d like to give it a go, you can access it today for free.
Click the link for your 15-day free trial.
The optimisation process can be summarised in 4 phases.
Note: Below is a mini guide, if you’d like the complete version, visit:
The Google Ads Product Data Feed Optimisation Guide.
Phase 1: Optimisation
This consists of mapping internal fields and enriching product data:
Phase 2: Segment Data
This is where you categorise products into segments based on performance:
Phase 3: Upload Data Feed To Google Merchant Center
A critical step to ensure you can use your optimised data within Google Ads:
Phase 4: Create and Optimise Your Campaigns
With the optimised data now available within Google Ads, you can build/optimise your campaigns (more on this in the sections to follow):
Step 2: Performance Shopping Campaigns
The foundation of your account success is here.
It’s where the bulk of your new customer acquisition will come from.
4 targeted Standard Shopping performance-based product grouping campaigns is a great starting point for most accounts:
- Superstars
- A Players
- Reserves
- Benched
Similar to the 4 tiered approach mentioned earlier but on a smaller scale.
This is a summary of how this looks:
Important pointers:
- The recommended bid strategy for all campaign types is tROAS
- If you’re just starting out, set your tROAS to 150%
- You don’t need to use all these campaigns
If your brand has <500 products, you’d be better off with 2-3 campaigns instead.
Here’s how this would look:
- Top performers
- Mid performers
- Poor performers
On the other hand, if you stock 20,000+ products, you may want to segment this structure on a category level, for instance:
Category A:
- Top performers
- Mid performers
- Poor performers
Category B:
- Top performers
- Mid performers
- Poor performers
Again, based on your brand will determine the best way to set this up.
When it’s all done, this is how it should look in your account (if you’ve gone for the 4 Shopping campaign set up):
Step 3: Branded Search Campaign
Branded campaigns are bottom of funnel and have the highest ROAS.
Generally speaking, a large portion of your branded traffic audience know who you are and want to transact when searching for you on Google.
This simply consists of a Search campaign containing:
- Your brand name as an exact keyword (and related variants)
- Your brand name as a phrase keyword (and related variants)
You’ll notice I haven’t mentioned broad keywords here.
That’s because they can sometimes drive unqualified traffic at higher costs and that’s not the intent of this campaign.
In any case, you can also include these and test them for 4-6 weeks before leaving them active or pausing them.
Branded Search Campaign Bid Strategy
Super important note for branded Search campaigns:
Your bid strategy needs to be target impression share.
It will:
- Reduce your branded CPCs dramatically
- Increase your ROAS significantly
Here’s how to set this up:
Adjust the maximum CPC bid limit as required keeping in mind:
- Average CPC
- Search impression share
Step 4: Branded Shopping Campaign
Similar to branded Search, however, this is for Shopping inventory only.
What you want to do is:
- Set up a Standard Shopping campaign
- Campaign priority set to “Low”
- tROAS set very high:
- Depending on your brand strength, this could be 2-5X your non-branded Shopping campaign tROAS
- Create a negative keyword list:
- Apply it to this campaign
- Exclude any non-branded keywords as they appear
Here’s an example of how this looks:
Step 5: Non-branded Search Campaigns
These are great for expanding your account’s reach and potential.
However, there’s a trick to getting this right.
You want to focus on your Superstar and A Player products only.
To do so:
Leverage your Shopping campaign data to build them out.
In particular, your “Product” reports:
Using the following data to confirm your product selection:
- Conversions
- Conversion value
- Conversion value / cost
- Profit metrics (if you have them)
Note: If your account doesn’t have Shopping campaign data, the below strategy will still work.
For brand new accounts with little to no data, you want to run exact and phrase match keywords only.
Once the campaign builds up enough data (30-50 conversions in the last 30 days):
You can start to replace the phrase keywords with broad.
This expands the reach of the campaign significantly.
Note: If your account has a fair amount of data already, you can start with exact and broad keywords right away.
Campaign Bidding
- Months 1 & 2: Maximise conversion value
- Months 2 & 3: Maximise conversion value (with a Target ROAS applied)
Pro tip:
You’d ideally want to be hitting your tROAS goal before applying broad keywords.
Meaning by end of month 2, your campaign ROAS should be at your target (e.g. 4).
Once you’ve hit 4, set a tROAS to 400% then gradually start adding broad keywords.
This works best because broad keywords need challenging targets to ensure they perform.
Step 6: Non-Branded DSA Campaign
The best way to explain this campaign type:
It’s Google Shopping for Search.
This campaign:
- Dynamically generates your H1 and H2 based on the user’s search query
- Dynamically inputs the relevant product page URL
- Maximises CTR and CVR across Search
It’s an excellent campaign type and should be used as part of your overall Search campaign strategy.
It’s very handy when:
- You have 100+ products to advertise on Search
- You have multiple long tail keyword variations
- You want to cover all your Search basis
Some key pointers, you want to:
- Add your homepage as a negative dynamic ad target
- Add all non-commercial pages as negative dynamic ad targets
- Included all your branded keywords as negative search keywords
This forces the campaign to only focus on non-branded traffic whilst preventing it from advertising your information based posts/pages.
Remember:
You’ve already got a dedicated branded Search campaign, you don’t want the DSA campaign going after branded traffic.
How To Find The Negative Dynamic Ad Targets Interface
Navigate to the campaign > Click “Dynamic ad targets” > Click “Negative dynamic ad targets”:
Step 7: Dynamic Remarketing Campaign
I leveraged this campaign type to ensure we were maximising all opportunties.
To collect data, it started off as:
- Audience:
- Product view
- No purchase
- Last 30 days
- Frequency:
- 7 per day per user
To help determine the initial audience window, use the conversion lag report:
It’ll show you how many days it took for your customers to convert:
Their remarketing campaigns are now a lot more refined.
For your own brand however, leverage the data you have to create the initial audiences.
Note: In time, you should have more advanced remarketing list segmentation.
Pro tip: It’s best to build your audiences in your CRM and share them with Google, it makes for stronger audience creation and targeting.
Step 8: YouTube Remarketing Campaign
As our client had incredible Meta and TikTok video creative:
I used them to also build out YouTube remarketing campaigns.
I took their best performing video assets:
- UGC (user generated content)
- Product demos
And started with these audiences:
- Abandoned cart and
- Product view last 30 dats with no purchase
Step 9: YouTube Shorts Campaign
This campaign type is purely top of funnel.
I strategically used it to target a new audience.
Essentially a cold awareness campaign.
These are great to implement once:
- You’ve maxed out middle and bottom of funnel
- You’re willing to invest in acquiring new customers (at a higher cost)
- Have sufficient budget to do so
In doing so, you increase your overall audience size.
Creatives used:
- UGC
- Product demos
Also, this one optimisation really helps:
I used their product feed to advertise their Superstar and A Player products only.
You do this within the settings by applying the respective product filters:
This is great as you’re showing your top performers to a new audience…
Increasing the chances of conversion.
Bonus: Apply The $96.4M Framework To Your Brand
All the systems, clarity and structure – tailored to your brand.
If you’re ready to scale profitably, book a discovery session and let’s map your path to predictable growth.
Want to see how we operationalise this framework across every client account?
Explore The 3-Phase ROAS Scaling System™ →
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