All case studies
  • Health & supplements
  • United States
  • Shopify
  • 120 days

How a US Supplements Brand Went from Break-Even Google Ads to $100K Revenue at 3.89x ROAS

A subscription-led supplements brand was break-even on paid search with no new-customer visibility. Funnel-based restructure and first-purchase value bidding produced $100K at 3.89x ROAS.

$25.8K

Ad spend

3.89x

ROAS

$100K

Revenue

Introduction & background

A US supplements brand selling daily-use formulas with a subscribe-and-save option. Paid search looked profitable in-platform but the blended P&L said otherwise: brand traffic was being harvested by Performance Max and reported as growth.
The mandate was simple — prove and grow genuinely incremental revenue, not recycled brand demand.

Audit & key issues identified

Measurement

  • Google Ads and GA4 conversions both imported, double counting every order
  • Subscription orders passed a first-payment value only, undervaluing LTV
  • No Enhanced Conversions, no consent-aware tagging

Structure

  • A single PMax campaign with brand terms fully open
  • No standalone branded search, so branded CPCs were rising unchecked
  • No separation between prospecting and retention audiences

Compliance

  • Health claims in headlines triggering repeated disapprovals
  • Landing pages missing substantiation and required disclaimers

Strategy & changes implemented

Clean measurement first

  • Single source of truth: Google Ads Enhanced Conversions via GTM, GA4 kept for analysis only
  • Server-side container with Consent Mode v2
  • Subscription value modelled to 90-day expected value and passed as conversion value

Funnel-based rebuild

  • Branded search isolated on exact match with tight budget caps
  • PMax prospecting with brand exclusions and new-customer acquisition goal (higher value for new customers)
  • Feed-only PMax for hero SKUs, remarketing PMax for repeat buyers
  • DSA campaign for long-tail research queries with negative brand lists

Creative & offer

  • Compliance-safe ad copy library built with the client's regulatory reviewer
  • Bundle-and-save landing page for the 3-month supply
  • UGC review video assets for YouTube and Demand Gen placements

Scaling

  • 20% budget increases gated on 7-day rolling ROAS
  • Weekly search term and asset-group pruning
  • Geo and device bid modifiers based on contribution margin, not ROAS alone

YouTube & Display dynamic
remarketing

  • Hot audiences only: product viewers, cart abandoners, checkout abandoners
  • Dynamic product feeds serving the exact products each user viewed

Creative enhancements

  • UGC video creatives featuring real testimonials
  • New image sets built per placement
  • Headline A/B tests across emotional appeal, benefits, trust, and social proof / USP

Scaling & budget strategy

  • Budgets adjusted against performance thresholds and ROAS benchmarks
  • Audiences, creatives, ad copy and keywords monitored closely — winners scaled fast

Results after 120 days

METRIC
BEFORE
AFTER
Revenue (period)
$28,200
$100,000
Spend (period)
$18,300
$25,800
ROAS
1.54x
3.89x
New customer share
Not tracked
68%
Branded spend share
41%
12%
AOV
$46
$71

At onboarding

Google Ads spend

$6,100

ROAS

1.54x

New customer share

Unknown

What made this work

Measure before you scale

Double-counted conversions made a break
-even account look profitable. Fixing
measurement changed every decision that
followed.

Brand traffic is not growth

Isolating brand exposed the true cost of
new customers — and freed budget for real
prospecting.

Value-based bidding needs real values

Passing 90-day expected value let Smart
Bidding chase customers, not cheap first
orders.

Compliance is a performance lever

Approved, substantiated creative ran
uninterrupted, which stabilised learning
and spend.

The account didn't need more budget. It needed honest numbers
and a structure that separated demand capture from demand
creation

Key challenges

One PMax campaign absorbing 100% of budget and brand traffic

Subscription revenue reported as single-value conversions

No new-customer acquisition reporting or bidding

Compliance-heavy claims blocking ad approvals

Duplicate GA4 and Google Ads conversions inflating results

Incomplete tracking setup

Low-performing image and video creatives

Zero incremental data on repeat purchase value

Conclusion

Within four months paid search became the brand's primary acquisition channel, with 68% of revenue coming from genuinely new customers at a 3.89x reported ROAS.

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Key challenges

One PMax campaign absorbing 100% of budget and brand traffic

Subscription revenue reported as single-value conversions

No new-customer acquisition reporting or bidding

Compliance-heavy claims blocking ad approvals

Duplicate GA4 and Google Ads conversions inflating results

Incomplete tracking setup

Low-performing image and video creatives

Zero incremental data on repeat purchase value

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PPC services & executions

6x

UK perfume brand: £30K → £70K/month in 90 days

A plateaued designer-inspired fragrance brand stuck at ~£30K/month with 70% branded conversions. Full restructure, server-side tracking and a bundle offer took it to £70K/month at 6x ROAS.

Read more

7x

Home & living brand: £42.4K spend → £294K at 7x ROAS

A 4,000-SKU home and living catalogue was drowning in feed noise. Custom-label tiering, margin-aware bidding and a seasonal scaling calendar produced £294K at 7x ROAS.

Read more