How we took Njord Gear from $80k/m to $200k/m in 30 days.

Here's how we took Njord Gear From $80k/m to $200k/m in 30 days.

Welcome to this brief case study breakdown.In this post I'll be breaking down exactly how my team & I took Njord Gear, a Canadian smart watch brand from $80k/m on Google to over $200k/m in under 30 days.We took them from an inconsistent 1.5-2x ROAS, to over a 4x ROAS at scale, pulling in nearly $70k in just 10 days.I hope you're as excited as I am.

Intro

The client had been running their own Google ads for the best part of a year before they came to us. They were seeing okay results, but they want to scale the account, see more profit all whilst getting their time back. That made them a perfect fit for what we offer at Click Spring. We're very selective with clients, but we knew we could get the founder incredible results, so we took them on and began working.

Setup

The main changes we made to the client's setup was installing enhanced conversion tracking. Enhanced conversion tracking allows advertisers to track and attribute conversions that occur after an ad click, even if the conversion happens on a different device or browser.After installing this, we saw a substantial lift in conversions (20% increase compared to the previous month), and performance max campaigns began to perform significantly better.We have a conversion tracking specialist here at the agency who was able to perform the installation in-house for the client.

Account Structure

The main issue this client was facing in regards to their account structure was that their performance max campaigns were over-spending on poor quality traffic. When the client first launched performance max, their merchant centre account was inactive, meaning that performance max couldn't serve shopping ads. Instead, pMax had to adapt, and spent heavily on the display network instead, which has a much lower quality of traffic.

This is from the Performance Max Placement script which shows the proportion of spend on each network. Blue is shopping ads, red is video ads, grey is display ads, green is search ads.

So what did we do to combat this? We launched a new performance max campaign with feeds while phasing out the old ones. We also launched a 'catch-all' standard shopping campaign to maximise spend on the shopping network as the new pMax campaign got up and running. Shopping ads are where over 60% of paid ad revenue comes from (according to shopify), and will without a doubt be the most profitable source of traffic for your brand. Prioritise it. Aside from this, we also launched YouTube shorts ads which we scaled agressively, as well as YouTube remarketing. The whole account structure looked like this:

• Performance max campaign (with feed. Asset groups segmented by prod. category.)
• ​Catch all shopping campaign
• Non branded search
​• Branded search
​• YouTube shorts (for top of funnel)
​• YouTube remarketing

Optimisation

After launching new performance max, shopping and YouTube campaigns, we began to focus on scaling aggressively.We increase budgets on performing campaigns by 20% each week, allowing us to scale from $80k/m to $200k/m rapidly.We also made sure to exclude any underperforming products from performance max & shopping if they failed to get conversions after 200+ clicks.