US Home & Lifestyle Brand: 5.2x ROAS Scaling to $120K Monthly Ad Spend

Google Ads Conversion Tracking Rebuild

Audited the existing Google Ads conversion tracking and found duplicate conversion actions firing, inflating reported conversions by 34%. Rebuilt from scratch using GTM data layer events triggered on confirmed order completion. Implemented Enhanced Conversions to recover identity-matched conversion data on logged-in Google users.

Meta CAPI Implementation

Implemented server-side Meta Conversions API with event deduplication. Recovered 45% of previously unattributed mobile conversions, immediately improving Smart Bidding quality signals on Meta. Event Match Quality score improved from 3.1 to 8.4.

First-Party Audience Upload

Uploaded 3 CRM customer lists to both Google and Meta: all-time purchasers, high-LTV purchasers (top 20%), and lapsed customers (no purchase in 120+ days). These seed lists became the foundation for lookalike audiences and RLSA targeting.

Search Campaign Restructure

Rebuilt Search campaigns with single-theme ad groups (5–8 keywords max), eliminating the broad match waste consuming 38% of budget on irrelevant queries. Built a 400-term negative keyword library. Average CPC dropped 31% within 2 weeks of restructure.

Shopping + Performance Max Architecture

Rebuilt the Google Merchant Center feed with optimised product titles, custom labels for margin tiers, and corrected GTIN data. Launched Performance Max with 6 asset groups segmented by product category. PMax achieved 4.8x ROAS in the first 30 days.

Smart Bidding Calibration

Graduated campaigns from Max Conversions to Target ROAS once each campaign accumulated 30+ clean conversions. Set initial ROAS targets at 80% of actual performance (conservative) and stepped up 10% every 2 weeks. Prevented learning phase resets by never adjusting budget or bids by more than 15% in a 7-day window.

Meta Campaign Architecture

Rebuilt Meta into 3 campaign types: Advantage+ Shopping (new customer acquisition), Dynamic Product Ads (retargeting), and a manual BOF campaign for high-value audiences. Clear budget allocation with ROAS targets per campaign type.

Creative Testing at Scale

Launched a structured creative testing programme, 8 new ad variations per week across 4 formats. Testing framework had clear hypothesis, statistical significance threshold (95%), and a winner-loser protocol. Of 120 tests run over 10 weeks, 31 winners were identified and scaled.

Budget Scaling Protocol

Once the account achieved consistent 4.5x+ ROAS for 3 consecutive weeks, we implemented a controlled scaling protocol: 15% budget increase per week, alternating between Google and Meta. Scaled from $40K to $120K/month in 10 weeks without ROAS dropping below 5x.