Starting condition
At the beginning of the engagement, paid media spend was approximately $10,000 per month at around a 1x ROAS. The objective was to build an acquisition system capable of supporting much greater scale rather than simply optimizing a small existing campaign set.
Google Ads strategy
The Google program included Google Shopping, Performance Max, Branded Search and Non-Branded Search. This created a second major acquisition channel capable of capturing existing brand demand and broader product/category searches. As the program matured, investment was split approximately 50/50 between Google and Meta.
Meta and creative testing
On Meta, the team built and managed hundreds of ads across audiences, products, concepts and customer-journey stages. Continuous creative testing supplied the volume of new concepts needed to keep scaling.
Reported blended outcome
The 3–4x ROAS is the reported blended paid-media result across the scaled program. It is not attributed exclusively to Google Ads. The company’s growth ultimately culminated in an exit to private equity.