Restructuring Google Ads for a 42x ROI

The Challenge

Before we began, Avocado Zinc’s Google Ads account had a solid foundation but had room to grow. Competitors and stockists were bidding on Avocado Zinc’s brand name, diverting valuable search traffic and conversions. Campaigns lacked structure to prioritise top-performing products, and inaccurate conversion tracking meant purchase data wasn’t being properly reported.

Additionally, the Performance Max campaign had limited creative assets, which meant it served very infrequently.

The goal: increase revenue, improve return on ad spend (ROAS), and reach new customers more effectively.

Our Approach

We started by completely rebuilding the Google Ads account to focus on profitability, accuracy, and scalability.

1. We cleaned up tracking to ensure campaigns were optimised toward actual purchases, not secondary actions like ‘add to cart’.
2. Instead of grouping all products together, we introduced segmented campaigns for hero products, bundles, and competitor searches. This allowed more control over budget allocation and performance insights.
3. We rebuilt the Performance Max campaign with fresh ad copy, multiple lifestyle and product images, and asset groups divided by product type. This helped Google’s AI better match creatives to intent and drive more qualified traffic.
4. We strengthened branded search campaigns to reduce competitor interference and ensure Avocado Zinc dominated its own name in results.