The Winning Google Ads Scaling Structure
This 8-figure eCom brand had 53 campaigns running.
Only 19 made money.
We:
- Cut the rest to reduce wasted spend
- Rebuilt campaigns to ensure clear segmentation
- Then reallocated spend to high performing campaigns
The result?
- By Month 3: $470K at 6.26 ROAS
- By Month 6: $1.82M at 8.19 ROAS
- By Month 9: ROAS held steady at 8.50
This wasn’t magic — just structure.
I’ve documented the entire teardown and here’s what’s to come:
Let’s jump right into it.
What We Cut
First we needed a baseline understanding of the campaigns within the account.
In summary there were:
- 23 Performance Max campaigns
- 19 Shopping campaigns
- 11 Search campaigns
Which led to serious cannibalisation.
Campaigns and products were competing against one another driving costs and wasted spend up.
Here’ a snapshot of their PMax campaigns:
We actually don’t run PMax for any of our clients for a few key reasons.
In summary:
- No reporting clarity
- Inability to scale
- Cannibalisation
To overcome this, we knew all the PMax campaigns were being removed segmenting all inventory into a clear structure instead, here’s an overview of how this looks:
From the remaining 30 Shopping and Search campaigns, 19 showed promise:
- Clear product performance
- Winners in campaign structure
- A lot of untapped potential within
Using these campaigns we reworked them to minimise wasted spend and maximise performance.
What We Kept
Starting with the foundation of those 19 campaigns, we wen’t to work.
Firstly on Shopping, we segmented all their products by key performance metrics.
With data in hand, across their 3 core collections, we implemented a hyper-focused performance framework:
Here’s an overview of how these campaigns work:
For the remaining products outside these 3 collections we created 3 seperate Shopping campaigns:
- Top performers
- Mid performers
- Poor performers
For the Search campaigns, we followed a similar principal.
We created targeted campaigns for their best performing collections using this campaign structure:
For the following products, we built a DSA (dynamic search ads) campaign to ensure they were covered.
Aside from these campaigns, here are others worth mentioning:
- Branded Search
- Branded Shopping
- Remarketing (Display and Video)
- By month 7 we activated a TOFU YT Shorts campaign
Why It Worked
Clear campaign performance structure managed on a SKU level, organised budgets and maximum optimisation control led to these results.
Their previous structure left them with minimal visibility and control.
And in the world of Google Ads optimisation:
Increased control and visibility = Increased performance.
In other words:
- Streamline architecture
- Clear segmentation across all campaign types
- With full data transparency and budget control
Unlocks serious potential and growth.
Bonus: Get Started Today
All of this can be a lot of work, it also requires time and expertise to get it right.
If you need a hand with your Google Ads management, reach out we’d be happy to help.
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