Scaling DTC E-Commerce: $11K Spend to $165K (14x ROAS)
Ryan Cruz
The Challenge
An eCommerce brand with strong margins was seeing acquisition costs increase due to blended product bidding and unsegmented shopping feeds.
Strategy & Execution
High-Margin SKU Feed Optimization: Segmented the Google Merchant Center product catalog into tier-1 hero SKUs vs. long-tail catalog items based on historical margin and conversion velocity.
Search Intent Capture & PMax Segmentation: Separated brand defense campaigns from pure cold acquisition Performance Max campaigns with strict negative keyword libraries.
Creative Asset Optimization: Supplied high-converting product imagery, headline hooks, and benefit-driven descriptions tested against shopping intent queries.
The Outcome & Metrics
Monthly Ad Spend: $11,000.
Monthly Attributed Revenue: $165,000 Purchase Value.
Attributed ROAS: 14.0x ROAS over a 30-day billing window.
Verification: Screen recordings pulled directly from the live Google Ads account.
Like this project
Posted Nov 5, 2026
Unlocked 14x ROAS and $165,000 in monthly purchase value on an $11K spend via Google Shopping and intent-driven search architecture.
