The Challenge

This sports nutrition company was already investing heavily in Google Ads, but the performance wasn’t where it needed to be. Costs were higher than expected, conversion rates were inconsistent, and the account wasn’t scaling efficiently across Australia and New Zealand.

The goal was simple: get more value from the same channel by tightening the setup, improving efficiency, and making sure ad spend was actually translating into sales.

The Approach

The focus was on turning the account into a structured, scalable system rather than running everything in one broad campaign.

We started by breaking the product range down based on profitability and demand. Products were grouped into categories such as high-margin, high-demand, and lower-volume items. This allowed budgets and bids to be allocated more deliberately, with more aggressive spend on products that actually drove profit rather than just revenue.

From there, we rebuilt the campaign structure to support testing and scaling. Multiple new campaigns were created to isolate performance, gather clean data, and scale what was working without impacting the rest of the account.

One key strategy was launching a dedicated Performance Max campaign targeting products that had received zero clicks over the previous six months. By separating these products into their own campaign, we forced them back into the learning phase, gave them fresh exposure, and identified which ones were capable of generating demand when structured correctly. Several of these products went on to produce consistent sales that the account had previously missed.

This approach allowed the account to grow in a controlled way, with spend directed toward products and campaigns that proved their value over time.

The Results

The changes led to a clear improvement across all key metrics:

Conversions increased from 10.4K to 26.8K, a 157.7% increase

Conversion value grew from $1.01M to $2.79M, a 176.2% increase

ROAS improved from 435.99% to 991.50%

Average CPC reduced from $1.61 to $1.05

By focusing on efficiency and relevance rather than volume alone, they were able to turn Google Ads into a far more reliable and profitable growth channel.