Driving Results with Precision

How Our PPC Strategy Boosted ROAS from 5 to 8

When one of our top clients first came to Greenlight, their Return on Ad Spend (ROAS) was sitting at a 5, steady but limiting growth. Budget was constrained and profitability was tapering off. Our goal? To increase spend and performance without compromising efficiency.

Challenge

The brand’s Google Shopping campaigns were running on a “set it and forget it” model. Budget was capped, data insights weren’t being fully leveraged, and unprofitable products were quietly draining performance. They needed a smarter, more strategic approach to scale.

Our Strategy

The PPC Team took a deep dive and found ways to customize the client’s growth.

Shopping & Campaigns:

Segmented the product feed to isolate and remove unprofitable SKUs and brands
Identified top-selling products and focused budget accordingly
Implemented a multi-tiered priority strategy for shopping campaigns
Updated bid strategies to be ROAS-focused
Added negative keywords and launched weekly performance reviews

Performance Max (PMax) Campaign:

Optimized the product feed through Google Merchant Center
Ensured each update was aligned with profit-driving intent
Streamlined the profitability margins by building a custom report that merged Google Merchant Center and Google Ads data

Results

After restructuring the campaigns, the ROAS didn’t just improve, it surged. The brand exceeded a ROAS of 8, with peaks significantly higher during optimized cycles. This provided the green light (no pun intended) to scale ad spend aggressively while maintaining strong returns.

From February (launch date) to June:

The ROAS improved 151%
Continued to improve 33% month to month
Spend grew 131%

What’s Next

With Google Shopping and PMax now optimized, the next phase of growth includes:

Meta retargeting campaigns to recapture and convert interest
Expansion into Microsoft/Bing Shopping
Testing platforms like TikTok and Criteo for new volume opportunities
A 14-day performance review cadence to guide budget shifts and creative testing

We’re not chasing short-term spikes, we’re building sustainable momentum. With every test, we’re closer to maximizing revenue across every viable shopping channel.