1. The situation
An ecommerce brand in a high-ticket, seasonal category was relying on Google Ads for a meaningful share of revenue—but the account had grown organically over time without a clear operating model.
- Campaigns overlapped and competed for the same search terms.
- Geo targeting was broad, with spend leaking into lower-intent regions.
- Keyword and search term governance was weak, driving avoidable waste.
- There was no clear alignment between campaigns and actual buyer profiles.
- Optimisation cadence depended on “when someone had time” rather than a set rhythm.
2. What changed (operator actions)
Instead of applying one-off fixes, the work focused on installing a simple acquisition system that could survive peak demand without breaking.
- Rebuilt campaign architecture: search and Performance Max restructured into a clear demand capture spine plus controlled exploration.
- Search term and negative system: systematic mining of search terms, with negatives applied to protect high-intent queries and reduce waste.
- Geo focus: budgets prioritised towards the regions with proven purchase behaviour, instead of “everywhere the products could ship.”
- Audience alignment: audience signals and creative aligned to real buyer profiles, not just broad interest categories.
- Built for seasonal scaling: structure and bidding strategy designed specifically to handle Black Friday / peak season push without chaotic swings.
- Tighter operating cadence: daily monitoring during key windows, with clear rules for when to scale, hold, or pull back.
3. Results
With the new structure in place, the brand could lean into seasonal demand with more confidence.
- Up to 70x peak ROAS during the strongest windows.
- Sustained 60x+ ROAS periods instead of one-off spikes.
- Material reduction in wasted spend from low-intent and off-profile traffic.
- Higher volume of high-intent sessions in the regions that actually converted.
- Stable performance while scaling through the main promotional period.
4. Business impact (in plain language)
The brand moved from “campaigns we hope will hold when we push budget” to an acquisition system the team could operate with more control. The account became easier to reason about: it was clear which campaigns were allowed to carry real spend, and why.
This case is representative of the broader work on the site: treating Google Ads as infrastructure for revenue, not just a set of isolated experiments.
See more results or explore the playbook
If you’re operating in ecommerce or lead generation and see similar patterns in your account, the next step is usually a conversation about structure and fit—not a generic “audit.”
About the operator
Hans Lacida operates paid acquisition systems for ecommerce and lead generation brands, with a focus on structured campaign architecture, ROAS stability, and accountable growth partnerships.