182% ROI increase in 3 months from Google Ads

In today’s hyper-competitive digital advertising landscape, getting meaningful results from paid campaigns is becoming increasingly challenging. But when you take a strategic, full-funnel approach, the payoff can be huge. In just 3 months, we achieved a 182% ROI increase through Google Ads for a FMCG client by optimizing at every stage of the funnel; from awareness to conversion. Here’s how we did it. 

Built a Full-Funnel Strategy

Many advertisers focus too heavily on the bottom of the funnel, targeting only high-intent keywords and retargeting previous site visitors. While that’s important, it leaves a huge portion of the buyer journey untapped.

We started with a comprehensive campaign-level audit and restructured the Google Ads account into three clear funnel stages:

  1. Top of Funnel (Awareness):

    • Campaigns: Discovery, YouTube, and Broad Match Search

    • Goal: Introduce the brand to new audiences

    • Strategy: Compelling creative, high-engagement content, audience-based targeting

  2. Middle of Funnel (Consideration):

    • Campaigns: Custom Intent Audiences, Competitor Search Terms, In-Market Display

    • Goal: Educate and nurture interest

    • Strategy: Smart bidding, content-rich landing pages, lead magnets

  3. Bottom of Funnel (Conversion):

    • Campaigns: Branded Search, Remarketing, Dynamic Search Ads

    • Goal: Drive sales and form fills

    • Strategy: ROAS-focused bidding, urgency-based copy, optimized CTAs


Smart Bidding + Segmented Campaigns = Better Results

We shifted away from a “set it and forget it” strategy and instead:

  • Segmented campaigns by funnel stage and audience type

  • Used Smart Bidding (Target ROAS and Maximize Conversions) with clear goals per stage

  • Continuously refined audiences, search terms, and ad creative based on performance data

This gave us granular control and visibility at the campaign level, allowing us to allocate budget where it would yield the highest return.


Landing Page and Conversion Rate Optimization

You can drive all the traffic in the world, but if your landing pages don’t convert, you’re wasting money.

We:

  • Improved page load speeds

  • Streamlined the form experience

  • A/B tested headlines, CTAs, and visuals

  • Matched messaging across ads and landing pages

These changes significantly increased the conversion rate at the bottom of the funnel, magnifying the ROI gains.

The Result: 182% ROI Growth in Just 3 Months

By aligning our campaigns with the full funnel and optimizing continuously at each stage, we saw the following results:

  • 182% increase in ROI

  • 41% lower CPA

  • 28% higher CTR across campaigns

  • 3x higher conversion rate from retargeting audiences

The secret to a high-performing Google Ads strategy isn’t just great keywords or high budgets—it’s a well-executed full-funnel approach that meets your audience where they are in their journey.

If your Google Ads performance has plateaued, it’s time to take a step back and look at the full funnel. Structure your campaigns intentionally, tailor your messaging, and optimize each touchpoint. 

Ready to scale your Google Ads performance with a full-funnel strategy? Let’s talk.

 

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