34% nCAC REDUCTION, 30% ROAS UPLIFT

How we rebuilt a plateaued Google Ads account for a global health supplement brand, transforming it into a high-performing, scalable acquisition machine.

Services Used:

Google Ads, Funnel Architecture, Tracking & Feed Strategy, Paid Media Strategy

Key Stats (March–April 2025):

• £248,999 ad spend — down 20% vs previous period

• Revenue up 3.7% to £1,490,577

• ROAS improved by 29.8%, reaching 5.99

• Branded spend reduced from 20% to 5%

• New customer acquisition cost down 34.1% (to £82.23)

• 3,028 new customers acquired — a 21.3% increase

Client Background:

A globally recognised health supplement brand approached Alphageek to overhaul its underperforming Google Ads account. Despite strong brand equity and a high-converting website, the account had stagnated — plagued by legacy structures, data inaccuracies, and over-reliance on low-value branded conversions.

The brief was clear: drive greater efficiency, reduce dependence on existing customers, and build a strategy that enabled sustained new customer growth.

Challenges or Goals:

Although the account was generating healthy top-line figures, these masked several structural issues that were holding back growth:

• PMAX campaigns were cluttered and poorly controlled — inflating performance with high levels of branded traffic

• Lack of funnel logic meant acquisition and retention were treated the same

• Branded terms were absorbing significant budget — with weak exclusions in both Search and PMAX

• Feed and tracking setups were flawed, affecting accuracy and algorithmic learning

• Ad copy and creative lacked differentiation or focus on intent-driven messaging

• Most critically, the account lacked a path to scale: paid activity was re-engaging existing customers rather than reaching new ones

The core objective was to reset the account — structurally and strategically — to create a cleaner, more scalable performance engine.

Strategies / Execution Details:

✅ Streamlined & Controlled PMAX Architecture

• Consolidated campaign setup with defined product groupings

• Implemented strict brand exclusions to eliminate inflated conversion figures

✅ Rebuilt Funnel Structure Across Campaign Types

• Dedicated prospecting campaigns deployed across Search, Shopping, and Display

• Acquisition vs. retention clearly segmented with funnel-led targeting logic

✅ Conversion Tracking & Feed Overhaul

• Corrected tracking discrepancies to ensure accurate ROAS and nCAC visibility

• Rebuilt Google Merchant Centre product feed to improve scale and ad quality

✅ Creative & Copy Optimisation

• Introduced clearer, value-driven ad copy tied to specific user search intent

• Improved asset variety within PMAX to support full-funnel targeting

✅ Acquisition-Focused Budgeting & Measurement

• Branded spend reduced from 20% to 5% of budget

• Daily and weekly performance reports introduced to track true incremental lift

Scalability / Future Outlook:

In just two months, Alphageek turned around a stagnant ad account and delivered immediate commercial gains. With 20% less spend, the brand increased revenue by 3.7%, boosted ROAS by nearly 30%, and cut nCAC by over a third — while growing new customer acquisition by 21%.

With the foundation now reset and a clean acquisition system in place, the brand has moved into a high-growth phase — with Google budgets forecast to hit £190,000 for June 2025. The path to scaling has never been clearer.