Shri Kanase

I love having multiple conversion goals in any Google ads account I manage And this isn't because I love overinflated numbers.. But rather because I get to choose the most accurate one as primary and set the others as secondary after a 30 day test Most ecom brands don't realize that 1% more accuracy in data attribution can mean 10% to 25% in extra sales But they just run with the one conversion event their last agency put up months ago and hope it works You gotta spread out your risk and let the data tell you what's actually working

$16 million selling automotive parts and accessories With just $1 million spent on Google ads Literally nothing else There’s a reason why I’m so biased towards Google ads for boring businesses like this Best part of all? I didn’t leave a single thing out of this case study I just released Link in comments

I grew my own Ecom brand to multi 7-figures as a 20 year old I've helped 600 others scale with Google since then 9 marketing lessons I still use today: 1. Nobody buys because you showed up.. They buy because you showed up at the moment they were already deciding 2. The campaign strategy is below the offer I've taken over Google Ads accounts that were perfect on paper, but on the backend, they were losing money every day No bid strategy fixes unit economics 3. Branded search is a throttle, not a crutch We've scaled brands using branded search as the initial throttle.. Getting quick data through the door so the algorithm knows what our perfect customer looks like, and then completely get rid of it 4. Your product feed is your ad copy Your titles, images, and landing page experience carry your brand a lot more than the campaigns 5. Scale vertically before you scale horizontally Every brand that broke did it the other way New countries, new campaign types, new platforms - before the thing that already worked was anywhere near its ceiling Take one winner as far as it goes and then widen 6. Most "underperforming" accounts are fighting themselves To grow profitably, you have to cut out the overlap This could be overlap of campaigns, keywords, or even products 7. The algorithm reacts to the past Smart bidding doesn't know November is coming It just remembers what you did last week or last month That's why brands that crushed it during BFCM made major decisions from September to October 8. At 20 I thought the skill was finding what works. It wasn't.. It's being patient enough to let something boring keep working while your competitors chase the next thing Almost every account I'm proud of looks repetitive and boring from the outside 9. Google ads is a small part of the ecosystem The best account I've ever run sat inside a brand with good product, good margins and a landing page that converted I can't out-optimize any of those three And despite all the changes Google ads has gone through, I always go back to these 9 lessons

Saturation with Google Ads is only for those Ecommerce brands that don't have an edge Those brands that copy their competitors.. Over rely on AI.. Or just run boring ads, hoping something works The moment you find that one edge for your products, everything changes Suddenly, saturation is a thing of the past

The only Google ads strategy you need going into Q4: (Based on over 7 years worth of experience) LATE OCTOBER - escalation only - Start raising budgets 10-20% every 3 to 5 days on what already works - Zero new tests. Push all pending tests to Jan - Target: be at your November baseline ROAS by the 31st EARLY NOVEMBER - hold and watch - Stop raising. Let the algorithm settle at the new level - Watch search impression share. If Search Lost IS (budget) is rising, you have room to push spend - Fix feed and Merchant Center issues now, not during the week BFCM WEEK - no restrictions - Promos pre-loaded in Merchant Center before the weekend - Let a campaign spend ~3 hours before you touch it - Adjust every 2 to 3 hours, never on emotions - Bigger campaigns at higher budgets purely for the week DECEMBER - ramp down on purpose - Don't fight falling search volume with higher bids - Last minute shoppers pay BIG. Don't discount them - Back to 80/20 by January This is the time to be aggressively patient while focusing on ROAS

Performance Max is milking out money from your brand if this setting is turned on I'm talking about Asset Optimization within settings One of the deadliest settings that has destroyed more brands than I can count Purely because this gives Pmax free reign to create AI based creatives.. And those AI based creatives more often than not will not be on brand Save yourself from inefficiency and get your team to turn these off

This jewelry brand owner was ready to drive onto oncoming traffic the day her brand did $53 in sales She had $1m+ in stock laying around in her warehouse There was no other traffic source besides Google ads And revenue was in a downward spiral month over month Flash forward 14 days: We had pushed her revenue towards $10k/day Google ads reported a 6x ROAS on average And she could finally sleep at night We've done this for 600+ brands at this point and we can do it for you too Read the comment below to see how

5 campaigns $1.2m a month 10x+ ROAS The crazy part? We've barely touched them in 9 months No fancy optimization or bidding strategies or constant changes Here's why that works, and it's the opposite of what most people think The account isn't doing the work The foundation is Before any of those campaigns existed, we spent our time on three things: 1. Product titles and images 2. Conversion tracking that actually matched the backend 3. A/B testing different campaign types to get to the top 20% That's it Once those three were right, the campaigns mostly just.. ran Now the honest part At this level of spend, campaign work does start to matter again That same account is losing 61% of its impression share to ad rank right now There is a serious amount of money sitting inside that number and we're working on it But here's the thing for whoever is reading this If you're spending $10k a month, squeezing 5% more out of your campaign structure gets you $500 Fixing a feed that's hiding half your catalogue can double what you're able to show for at all Those are not the same size of opportunity, and most brands focus on the wrong one I'm writing this for anyone currently: - Testing their fourth campaign structure this year - Convinced Pmax is broken - Waiting for "the algorithm to settle" There's a very good chance you don't have a campaign problem And the reason we all keep going back to the campaigns is simple Rebuilding an account feels like work Admitting your product images blend in with every competitor, your titles are boring, and your tracking has been wrong for months.. that feels like something else entirely So we blame Google instead I've done this many times I kept campaigns running longer than I should have.. Simply because cutting it meant admitting I'd been wrong about it from the start Google doesn't care how you feel about the account though It only reads what you give it Fix what you're feeding it and most of the campaign problems you've been solving stop existing