An Australian health & wellness eCommerce brand was stuck at $2K/month ad spend with inconsistent ROAS. We scaled them to $22K/month while maintaining 9.4× ROAS — here's exactly how.
Client Background
An Australian health and wellness eCommerce brand (Shopify, 85 SKUs, $18M annual revenue target) had been running Google Ads internally for 12 months. Their campaigns were generating a 4.2× ROAS on $2,000/month ad spend but every time they tried to scale budget, ROAS collapsed below 3×.
The Scaling Problem
This is one of the most common eCommerce challenges: campaigns that perform well at low budget but break when you try to scale. The root causes were:
- Product feed not optimised — generic titles, no GTIN data, poor image quality
- No margin segmentation — high-margin and low-margin products treated identically
- Single campaign structure with no audience signals for Performance Max
- No remarketing layer to recapture abandoned carts and browsers
Our Scaling Strategy
Product Feed Optimisation
We rebuilt their entire product feed over 2 weeks:
- Rewrote 85 product titles to format: Brand + Key Ingredient + Product Type + Size + Benefit
- Added GTIN barcodes for all branded products
- Replaced all product images with white-background, minimum 800×800px
- Added supplemental feed with lifestyle images
- Implemented review feed (product ratings) from Yotpo
Campaign Structure Redesign
We built a tiered campaign structure based on product margin:
- Tier 1 (Highest Margin): Own brand hero products — highest bids, Performance Max with strong audience signals
- Tier 2 (Mid Margin): Branded supplements — Shopping standard with enhanced CPC
- Tier 3 (Lower Margin): Commodity items — Shopping with target ROAS bidding at 8×
Remarketing Layer
Implemented 5 remarketing audiences:
- Cart abandoners (highest intent) — 1-day window, highest bids
- Product page viewers — 7-day window
- Category browsers — 14-day window
- Past customers (cross-sell) — 90-day window
- Repeat buyers (loyalty) — 180-day window
Results at 4 Months
- ROAS: 9.4× (up from 4.2× at low budget)
- Monthly Ad Spend: $22,000 (up from $2,000)
- Monthly Revenue from Ads: $206,800
- Conversion Rate: Improved from 2.1% to 3.8%
- Average Order Value: Increased $12 (through cross-sell campaigns)
Ready to scale your eCommerce brand? eCommerce Marketing Sydney · Melbourne
Industry: eCommerce (Health & Wellness) | Location: National | Channels: Google Shopping + Pmax | Result: 9.4× ROAS at $22K spend