Fragmented campaign structure limited growth

Google Ads spend was spread across multiple campaigns without a clear hierarchy. High-performing product categories competed with weaker segments, preventing efficient budget allocation and limiting scalable growth.

Revenue growth came at the cost of efficiency

Attempts to increase volume led to declining efficiency. As spend increased, ROAS became unstable, making it difficult to scale without risking profitability in a highly competitive German market.

No clear framework for controlled scaling

While demand existed, the account lacked a structured approach to scaling. Decisions were reactive rather than data-driven, and Google Ads could not be used as a predictable revenue channel.

1. Restructured campaigns around commercial intent. Brand, category-level demand, and promotional traffic were separated to eliminate internal competition and improve signal clarity.
2. Reallocated budgets toward proven revenue drivers. Spend was shifted to product categories and campaigns with consistent purchase intent, while inefficient segments were reduced.
3. Used Performance Max as a controlled expansion layer. Performance Max supported core Search campaigns, enabling scale without sacrificing efficiency.
4. Optimised toward revenue stability, not volume alone. Campaigns were aligned with purchase value signals to maintain profitability during growth.

• Google Ads revenue increased by ~70–80%
• ROAS stabilised above 4.0 despite higher spend
• Conversion volume scaled without volatility
• Paid search became a predictable and controllable growth channel