Case study / Google Ads
12-month turnaround for an Australian handmade kids books store: ROAS jumped from 3.06 to 5.90, revenue almost 3x on 37% more spend. See the pivot that made PMax scale without brand bleed.
ROAS movement from the public case summary.
Problem
Action
Result
12-month turnaround for an Australian handmade kids books store: ROAS jumped from 3.06 to 5.90, revenue almost 3x on 37% more spend. See the pivot that made PMax scale without brand bleed.
PMax needed to scale without hiding efficiency behind brand demand.
Relaunched PMax with cleaner conversion signals, segmentation, and brand-bleed control.
ROAS moved from 3.06 to 5.90 and revenue almost tripled on 37% more spend.
This google ads case is presented through the same five stages: diagnose the constraint, validate the evidence, decide the move, execute it, and prove the change.
Name the commercial constraint.
Input: Website, account, tracking, feed, margins, demand, or buyer prompts.Check the data, economics, demand, and implementation limits.
Output: Trusted baseline, attribution, margins, lead quality, stock, and access limits.Choose one move and state the trade-offs.
Output: One priority, target metric, assumptions, exclusions, and decision date.Ship the smallest coherent change.
Output: Owner, sequence, dependencies, approvals, and validation method.Read the result against the agreed commercial metric.
Output: Metric movement, confidence, exclusions, unintended effects, and next decision.Use the result to choose what happens next.
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