From an abandoned Google Ads account to thriving scale. Within 10 months, revenue grew +991%, conversions +468%, and CPA dropped -85% turning Google Ads into a core growth channel.
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(The ecommerce brand has chosen to remain anonymous to protect its competitive edge.)
Can Google Ads be complex and a toigh nut to crack?
This ecommerce brand had built a sustainable business on Meta Ads, but Google Ads was left underused. They had tried scaling it a few times, but without the right structure or tracking, the account worked against them instead of for them.
This isn’t uncommon. Many brands hit the same wall: Google Ads feels too complex, and as a result growth opportunities are lost. In this case, the main issues were clear:
❌ No brand vs. non-brand campaign split
❌ No campaign diversity beyond basics
❌ Generic Shopify shopping feed
❌ GA4 imports as the only conversion source
❌ Poorly optimized Merchant Center
❌ No 1st-party customer data uploaded
The result? They were laser-focused on paid social (Meta) and had essentially given up on Google Ads due to poor profitability. Sound familiar?
After a comprehensive Google eco-system audit it was crystal clear what needed to be done – a full rebuild of the Google Ads engine
Note: These results represent one business’s journey. Every brand is different, and while this framework has delivered strong outcomes, performance will always depend on factors unique to each business.
My internal ecommerce Google Ads scaling methodology follows the 80/20 rule - focusing on the fundamentals that drive 80% of results first, and this is what we went though.
Phase 1 – Foundation Rebuild
I started by fixing conversion tracking and fully optimizing Google Merchant Center. The product feed was overhauled with stronger titles, compliant descriptions, correct categories, and complete size/color variants. A custom label structure was added to enable better segmentation and reporting. This ensured accurate data and a solid base for scaling.
Phase 2 – Campaign Structure Overhaul
Next, I restructured campaigns by splitting Brand vs. Non-Brand to protect branded traffic while driving new growth. Shopping and Performance Max campaigns were built for product-level bidding control, Dynamic Search Ads captured long-tail queries, and YouTube/Demand Gen introduced mid-funnel reach. This mix created a balanced structure for revenue and awareness.
Phase 3 – Scale & Optimize
Finally, I scaled budgets gradually while maintaining ROAS together with mazimizing impression share and thoughout the process applied creative learnings from paid social, and ran bi-weekly optimizations tied to inventory and seasonal goals. Expansion opportunities in new product categories and markets were identified, and insights from paid search were synced with creative and social teams.
No complex tricks or secret strategies - just fundamental Google Ads mastery executed with precision for maximum business impact
In the period of September 2024 > June 2025 Google As was tranformed from a dead ad account to a thriving aqcution channel for there the results speak volumes
Google Ads also played a crusial role in the marketing mix while scaling the business 93% in the same period.
Being hyper focused on the details in Google Ads is cool and all, but the REAL growth happens when you can operate as a Google growth partner and trying to identify business improvements that benefit all paid media channels is so rewarding and is often the growth unlock that can enable rapid scale in Google Ads
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Rasmus – Co-founder
"We've worked with Brian close to a year now and it has been an amazing experience. From day 1 he displayed his skills and knowledge in Google, and he very quickly cracked the code and our Google ads starting flying (Before working with Brian, we had never really been able to spend anything at all on Google, max $50 daily).
Brian is able to explain Google ads so even without knowledge you feel like you understand, and he always have a clear action plan on how we can improve results.
I never knew Google ads could be so powerful before working with Brian. And skills aside, Brian is just an awesome guy. Clear and fast communication and best of all; He actually cares about your business!
I can confidently recommend Brian to anyone looking for a Google Ads guy, you will not be dissapointed"
Did you enjoy the tactical insights?
Apply to work with me! I prioritize working with businesses generating +€20,000 monthly revenue and wanting to scale, to ensure my skillset is being put to best use
