Health & Supplements
Ad Spend
$3.5M
Revenue Generated
$9.8M
2.8x ROAS
Blended ROAS looked great on paper. NC ROAS was 0.6x — most spend was going to repeat buyers. We separated brand from non-brand, rebuilt Shopping around cold intent keywords. New customer volume tripled in 90 days without touching the budget.
Apparel & Fashion
Ad Spend
$4M
Revenue Generated
$8.4M
2.1x ROAS
Spend kept going up, revenue barely moved. MER was declining every month — a sign the incremental return on new spend was near zero. The culprit: over 70% going to branded terms. Reallocated to non-brand Shopping and pMAX cold audiences. MER recovered within 6 weeks.
Home & Garden
Ad Spend
$1M
Revenue Generated
$5.7M
5.7x ROAS
pMAX was serving brand keywords internally and claiming credit for sales that were already going to happen. Real non-brand ROAS was under 1x. Excluded brand from all pMAX asset groups, segmented Shopping by product margin. True new-customer ROAS went from 0.8x to 3.4x.
Beauty & Skincare
Ad Spend
$2.2M
Revenue Generated
$7.1M
3.2x ROAS
Search alone couldn't scale — high CPCs, limited non-brand volume. Added YouTube (in-feed + Shorts) for cold acquisition feeding into a Shopping retargeting layer. YouTube-attributed new customers grew to 38% of total. nCAC stayed flat while overall spend scaled 2.4x in 5 months.
