From 2.7x to 5.2x blended ROAS in one rebuild

The Numbers

The Challenge

By spring the account paid more every month for the same revenue. Cost per click had tripled under value bidding with no targets, most of the budget rode on two monolithic campaigns, a sister brand was bidding into the same auctions, and 87% of one Bing campaign's spend went to people searching for the state licensing portal. May made the risk plain: the same budget as April, $40K less revenue.

The Roadmap

1. 01Install a fixed 10/15/75 funnel architecture across prospecting, remarketing and bottom-funnel search
2. 02De-concentrate the monolithic campaigns into trade-level campaigns with their own budgets and targets
3. 03Demote PMax to a capped, brand-excluded discovery engine feeding exact-match search
4. 04Enforce bid discipline with a ROAS floor or CPA target on every campaign
5. 05Subtract waste before adding budget, then fund proven constrained winners

What We Did

• Built sixteen campaign lines across Google, Meta and Bing, each tagged by funnel stage and product line with a bid strategy, budget and revenue target summing to the monthly goal
• Split the account into trade-level campaigns (general contractor, electrical, air conditioning, continuing education, brand) with dedicated keywords and landing pages
• Harvested converting PMax search terms weekly into exact-match ad groups in the trade campaigns
• Judged volatile lines on four-week windows instead of weekly noise
• Added government-portal negatives, sister-brand exclusions in both directions and retired duplicates
• Reallocated freed budget to brand search missing 57% of impressions, a CE campaign compounding 20% monthly and remarketing running above 10x