The Google Ads 10X ROAS Protocol (2026 Update)

We’ve all experienced this:

Continuously optimising your Google Ads campaigns.

However month after month, performance doesn’t seem to improve.

Here’s the good news, there are a few key ways to turn this around.

And today’s your lucky today…

The 12 strategies I’m going to be sharing have gotten my clients results like this:

And this:

Google Ads eCommerce Account Performance - $114K Spend, $1.16M Revenue & 10.25 ROAS

Want the same for your brand?

Be sure to read on!

The 12 strategies you’re getting access to right now:

Strategy 1: Leech Product Optimisation

The number 1 ROAS killer for DTC brands found…

After auditing 15 Google Ads accounts in the last 4 weeks:

Advertising products that DO NOT SELL.

For most brands 10-20% of their SKUs make up the majority of their sales.

Whilst the others don’t do much.

However many times, the 80% are spending a lot of $$

Google Ads eCommerce Leech Product Optimisation

Here’s what to do instead:

Find these products
Create a campaign for them
Give them a reduced daily budget

Then allocate the bulk of your spend to the top 10-20%.

It’ll do wonders for your revenue and ROAS.

Strategy 2: Hybrid Google Shopping Campaigns

This 1 strategy is killing it for my clients.

It’s simply segmentation by category maturity.

Take brand A for example:

They might be dominant in category A
But not as strong in category B

Although it’s the same brand:

You can’t deploy the same strategy for both categories:

Category A will require greater segmentation
Category B will require less segmentation

This is where real ROAS growth for DTC brands occur:

Understanding your brand
Understanding your products
Building a custom strategy to fit your needs

Remember:

No cookie-cutter strategy
Bespoke to your brand
Makes a big impact

Strategy 3: Budget Spending Hack

The number 1 oversight I see…

That’s limiting DTC revenue growth:

Poor budget management.

If you want to unlock growth for your brand, here’s exactly what you need to do.

Let’s start with a simple breakdown of traffic.

Cold traffic: Converts less
Warm traffic: Converts better
Hot traffic: Converts best

Now, as you increase a campaign’s daily budget, you start breaking into different levels of traffic.

Let’s analyse spend to see how this works.

$100/day
= 100% hot traffic
= ROAS 5

$200/day
= 100% hot and warm traffic
= ROAS 4

$300/day
= 100% hot, warm and cold traffic
= ROAS 3

Google Ads eCommerce Budget Spending Hack

These numbers are examples and will differ for your account.

But do you see the relationship between spend and performance?

As you spend more…

Google will show your ads to a broader audience…

Which converts at a lower rate than your initial warmer audience.

Increasing spend, whilst decreasing ROAS and profitable revenue.

Here’s the key:

You need to find the sweet spot for each campaign.

Where scale meets profitability.

Once you’ve done so, you shouldn’t scale the campaign any further.

What to do instead?

Create a new campaign targeting a new category or product set.

Strategy 4: Negative Products

You’ve heard of negative keywords, but have you ever…

Heard of negative products?

And what happens when you pair them both?

It supercharges your Google Ads performance.

How?

Find products that aren’t performing:

Turn them into negatives.

Simply put:

Not advertising your underperforming keywords & products…

Will dramatically increase your ROAS and revenue.

Strategy 5: Campaign Segmentation

I’m letting the cat out of the bag with this one.

Top secrets are not so secret after this strategy.

For eCommerce brands, here’s your golden nugget:

Campaign segmentation is CRITICAL.

It gives you the ability to target:

Shopping
Search
Display
Video

Directly.

The alternative?

The PMax mosh pit…

Which puts all of these campaign types together.

And when performance starts to increase or decrease…

No one knows why.

And when you want to optimise your campaigns…

No one knows exactly how to.

Google Ads eCommerce Campaign Segmentation

eCommerce brands if your account is running…

Majority PMax campaigns you’re:

Giving your competitors room to eat your lunch
Restricting your product visibility
Limiting your growth

It’s time to make the move.

Your alternative?

Get left behind and let your competitors take your sales.

Strategy 6: Campaign Consolidation

You read that correctly…

Campaign consolidation.

Let’s focus on this account’s Shopping campaigns.

Before they looked like this:

You can see there are 8 in total.

After they looked like this:

That’s a total of 3.

Here’s a clear before and after of these campaigns:

You will note:

Top Store Performers (were maintained)
Poor Performers (were maintained)
The 6 segmented category campaigns (were merged into one Top Online Performers campaign)

That’s the strategy.

It’s really that simple.

Now Why Does This Work So Well?

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 conversions your campaign will drive for you.

Strategy 7: Campaign Bloating Fix

“Just one more slice of BBQ chicken pizza”.

Have you ever eaten so much it’s made you sick?

Or made you feel so bloated you can barely move?

Well like your stomach:

A Google Ads account with too many campaigns leads to…

Campaign bloating.

This is when you over segment categories into multiple campaigns (essentially strategy 5 within this guide pushed too far).

It’s problematic because it results in:

Budget being spread too thin
↳ Decreasing visibility and efficiency

Performance data being segmented
↳ Google works better with more data

Increased chances of cannibalisation
↳ Campaigns competing with one other

Ineffective account management
↳ Think 30 campaigns vs 130 campaigns

Lack of account control as it’s too big
↳ Contradicts the reason why you segmented

Which overall really hurts how much $$ you’re making.

Instead:

Leverage revenue/profit for decision making
Consolidate campaigns where possible
Look for budget wastage/efficiencies
Centralise data for Google Ads
Minimise internal competition

And watch your revenue 📈

Strategy 8: Portfolio Bid Strategies

Leveraging Google’s AI bidding is great.

However, keeping it unchecked can lead to massive CPCs:

The solution?

Portfolio bid strategies.

Which can drastically reduce you CPCs…

By allowing you to set a max CPC per campaign which is using automated bidding (we recommend setting it to 2-4x your current average CPC for the campaign as a start).

To set it up, navigate to “Tools > Budgets and bidding > Bid strategies”: