V'NIA
Monthly gross sales up 270%, with ROAS doubled to 3.03.
A direct-to-consumer eyewear brand that needed to scale Google Ads revenue without trading away purchase quality or return on ad spend.
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Book a strategy call →Scale revenue without chasing cheap clicks.
Growing Google Ads spend is easy. Growing it while keeping purchase quality and return on ad spend intact is the hard part. We ran two Performance Max approaches side by side, then fed Google better data so it could find higher-value buyers.
- 01
Performance Max, feed only
A shopping-focused campaign driven by an optimized product feed, putting frames in front of people already searching for eyewear.
- 02
Full Performance Max
Text, image and video assets reaching shoppers across Search, Shopping, YouTube, Display, Discover and Gmail.
- 03
Clean purchase data
Cleaned up conversion tracking so Google learned which customers made quality purchases and scaled toward them.
- 04
Protected the best sellers
Top-selling frames got their own campaign and dedicated budget, while the rest of the catalog was tested separately.
- 05
Tuned target ROAS every month
Loosened it to open up volume when demand was there, tightened it to protect efficiency when it wasn't.
Sales up, efficiency up, month after month.
Outside a product-driven dip in July, ROAS held at 2.5 or higher from May onward while gross sales grew.
Bars show gross sales (April = 100). Labels show ROAS for each month.
| Month | Sales | Spend | ROAS |
|---|---|---|---|
| April | 100 | 100 | 1.52 |
| May | 246 | 146 | 2.55 |
| June | 380 | 231 | 2.50 |
| July | 234 | 221 | 1.60 |
| August | 370 | 185 | 3.03 |
Sales and spend indexed to April = 100. ROAS is gross Google sales before returns.
Setback and rebound
In July, limited product availability on the website cut gross sales 39% and ROAS slipped to 1.60. The dip came from the site, not the ads. Because the data foundation and product segmentation were solid, nothing needed rebuilding. We adjusted target ROAS, and once the product issue was fixed, August sales rose 58% while spend dropped 16%, pushing ROAS to 3.03, the best of the period.
Performance Max is only as smart as the signals it gets.
- Data quality drives scaleAccurate purchase data let it scale toward better buyers.
- Protect your winnersSegmenting best sellers kept them funded and performing.
- tROAS is a dial, not a settingRegular adjustments kept spend and volume in balance.
- A strong foundation survives a bad monthThe July dip didn't break the account, and August proved it.
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