Case study · Armadilo
Case study · US footwearHow I scaled Armadilofrom $0/day to $12.8k/dayin Google ad spendwithin 43 days
A D2C footwear brand that launched on Google with a brand new account. Daily spend reached $12.8k at 3.41× ROAS
$0/mo→$769k/mo revenue
from zero
0/mo→8,649/mo purchases
from zero
01
What Armadilo was struggling with
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Couldn’t scale past $2.5k/day
The owner ran Google Ads himself but stalled at $1.5k/day
He hired an agency, and in 5 months they got him to $2.5k/day, but never past it
Every time they tried to scale, ROAS dropped, so they scaled back down
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The owner didn’t understand how to scale Google Ads
The owner knew Meta well and could work on it himself
He knew a little about Google, but not nearly enough to scale it
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The account got banned
Suspended for “Unacceptable business practices”, with no clear reason
The business wasn’t doing anything shady, but the suspension stuck
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Starting from zero
The suspension appeal was rejected multiple times
The client couldn’t get the account unsuspended, and it was costing too much time
The client decided to start over with a completely new Google Ads account
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My solution
01
Set up the accounts and tracking from zero
I set up everything from zero:
Conversion tracking
Google Ads account
Merchant Center account
02
Built 2 new optimised product feeds
Created 2 new product feeds:
A branded one for branded traffic
A non-branded one for non-branded traffic
Added missing attributes to every SKU and fixed the incorrect ones
Optimised every product title and description
Set price and sale price so Shopping ads show the struck-through price and a “Sale” badge
03
Built, scaled and optimised a branded Shopping campaign for the best efficiency
Captured branded intent with the branded feed, mostly from product and brand name searches
Revenue split: about 70% branded, 30% non-branded
One ad group on Manual CPC
Manual CPC let me set an exact CPC target, which allowed me to spend the full budget while getting the most traffic at the best efficiency (highest ROAS)
04
Built, scaled and optimised a branded Search campaign for the best efficiency
Same idea as branded Shopping, but 100% of revenue from brand name searches
3 ad groups:
Armadilo
Armadilo shoes
Armadilo clogs
Manual CPC, for the same reasons as branded Shopping
05
Built, scaled and optimised a product Search campaign for the best efficiency
Targeted keywords for the brand’s most popular product, the Aerion shoes
1 ad group:
Aerion shoes
Manual CPC, for the same reason as above: the best efficiency
06
Created and scaled a catch-all PMax campaign
One campaign covering every product, with one full-assets asset group
Shopping ads drove 80%+ of its revenue
Bidding moved from Maximise Conversions, to Maximise Conversion Value, then to Target ROAS
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Built a scalable account structure
A simple, straightforward structure
Easily scalable as spend grows
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The results
▶I refresh Google Ads live in this short video, so you know the numbers are real.
Campaign performance
