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Bulk Nutrients Consulting Case Study & Framework | $12.2M Revenue
About the Brand
Bulk Nutrients is an Australian-owned supplement company on a mission to help everybody feel their best, whether that means more energy for the gym, better sleep, sharper thinking, or simply staying well day to day.
Founded by Ben Crowley and operating from Tasmania's Huon Valley, the company offers a comprehensive range including protein powders, pre-workouts, nootropics, gut health blends, and sleep support, all manufactured in-house to keep quality high and costs low.
Hear from The Brand
Introduction: The Challenge of Scaling Successful Ecommerce Google Ads
Most businesses come to us with broken campaigns and bleeding budgets. But Bulk Nutrients presented a different challenge entirely.
They were already winning. Revenue was strong. ROAS looked healthy. Growth was on track. They didn't need us to fix their Google Ads for ecommerce campaigns, they needed us to scale them without destroying what was already working.
This is the hardest problem in paid advertising. When you're starting from zero, every improvement feels like a victory. When you're already successful, every change risks killing your golden goose.
Here's what made their situation unique:
- Already optimized basics - Feed optimization, campaign structure, and bidding strategies were solid
- Flat branded search volume - Traditional growth levers weren't available
- Limited Meta presence - Most growth had to come from within Google Ads
- Efficiency concerns - They couldn't afford to sacrifice ROAS for volume
What We Achieved Together: $12.2M in Additional Revenue
Over 12 months, our team consulted with theirs to achieve the following:
- Increase revenue by $12.2M / year
- Increased spend by $1.2M / year
- ROAS remained stable throughout this scaling period
- Throughout the 12 months, the overall business had 6 record months. Results weren’t just in-platform.
- Increased new customer acquisition by 151%
June 24 - 25 vs Prev. Period
June 24 - 25 (scale period)
June 23 - 24 (previous period)
These results came from three distinct phases:
- Phase 1: Eliminating waste and optimizing existing campaigns
- Phase 2: Implementing advanced product duplication strategies
- Phase 3: Capturing high-intent prospecting traffic
Phase 1: Ecommerce Google Ads Cost Reduction Strategies
Before we could scale, we needed to plug the leaks. Every dollar wasted on inefficient campaigns was a dollar that couldn't be reinvested in growth.
Branded Campaign Optimization
Branded campaigns should be your most profitable campaigns. Yet many supplement companies leave massive amounts of money on the table through poor bidding strategies.
We discovered that although Bulk Nutrients' branded campaigns were performing really well, they were leaving money on the table by using the wrong bidding strategies.
How we fixed it:
- Switched from automated bidding to strategic manual bidding
- Implemented bid adjustments based on device and time of day performance
- Refined match types to capture high-intent branded searches
- Excluded irrelevant search terms that were draining budget
By strategically optimizing bidding strategies, we significantly reduced costs on branded campaigns. This optimization led to a remarkable increase in ROAS for some campaigns, soaring from 100% to 1000%, and further decreased CPCs from an already efficient $0.14 to an impressive $0.04.
While these optimizations significantly improved the efficiency of our branded campaigns, our analysis of Performance Max campaigns revealed a different set of challenges and opportunities.
Performance Max Scaling Methods and Placement Optimization
Performance Max campaigns promise automated scaling across Google's entire network. But our analysis revealed it was spending aggressively on placements that generated zero business value.
What we found:
- Google was placing ads on irrelevant websites and apps
- High volumes of "engaged views" that never converted
- Wasteful spending on placements with zero purchase intent
Our optimization approach:
- Identified and excluded low-performing placements
- Shifted focus from "engaged views" to actual click conversions
- Implemented audience signals to guide machine learning
- Set up conversion tracking to measure real business impact
Once we cleaned up these placements, we could scale Performance Max campaigns much further without efficiency loss. While Google's AI-driven system dynamically reallocates budget in real-time, our strategic guidance helped focus that allocation on profitable placements.
Phase 2: Advanced Google Shopping Optimization Techniques
After cutting costs and optimizing foundational campaigns, we shifted our focus to the real growth engine: Google Shopping. To delve deeper into the strategies that drove our success, we invite you to explore our blog post on Google Shopping optimization proven tactics for maximum ROAS.
How we approached product duplication:
Our team analyzed one full year of search term data. We identified specific keyword themes driving conversions but weren't being fully captured by existing product listings.
The supplement industry has unique search patterns. Someone might search for "whey protein powder" while another searches for "protein supplement for muscle building." Both want the same product, but Google treats these as different search intents.
We created strategic duplicates that:
- Targeted specific keyword themes identified in our analysis
- Addressed different customer pain points
- Captured various stages of the buying journey
- Maximized coverage across related search terms
Dominating Google Shopping Space
Product duplication transformed our client's competitive position in Google Shopping. We created a dominant presence that competitors couldn't match.
Instead of showing one product listing, we might show two or three for related searches. This approach particularly benefited our supplement company client because supplement searches often have multiple intent variations and customers compare products extensively before buying.
The substantial revenue generated from duplicated products created compound effects. Total account revenue jumped significantly within the same period on proportionally smaller additional spend.
Phase 3: Informational Content and Prospecting Strategies
Most supplement companies focus only on product-based campaigns targeting immediate buyers. This approach leaves money on the table.
We implemented an informational content strategy targeting educational blog content around low-competition, high-intent keywords:
- "benefits of creatine"
- "side effects of creatine"
- "how to take protein powder"
- "best time to take supplements"
These terms had three key advantages: low competition from other advertisers, genuine interest in supplement education, and attraction of people early in their buying journey.
Why this approach worked:
When someone searches for "benefits of creatine," they're not ready to buy immediately but show clear interest in learning. This creates an ideal opportunity to educate and build trust.
Our landing pages provided genuine value, answered common questions thoroughly, and naturally introduced relevant products without being pushy.
The traffic acquisition costs were remarkably low compared to product-focused terms.
Over time, these strategies and account cleanup allowed us to incrementally and gradually scale the account each and every month.
Key Scaling Metrics and Implementation Framework
Successful scaling depends on identifying the right indicators before making any budget adjustments.
Essential Metrics for Scaling Decisions
We established a framework based on three core performance indicators:
- ROAS stability across a 7-day rolling average
- New customer acquisition rates
- Conversion volume trends
When to Scale vs. When to Hold
Our scaling protocol follows specific triggers:
Scale up when:
- ROAS remains stable for 7+ days
- New customer percentage stays above target thresholds
- Conversion volume shows consistent growth
Scale down when:
- ROAS drops below target for 3+ consecutive days
- Cost per acquisition increases beyond acceptable thresholds
Hold position when:
- Performance shows volatility or external factors create uncertainty
We never scaled more than 20% of daily budget in a single adjustment, maintaining campaign stability while allowing steady growth.
Lessons Learned: Strategic vs. Tactical Approach
The Bulk Nutrients case study reveals a fundamental truth: structural improvements consistently outperform flashy tactics.
Instead of chasing the latest advertising "hack," we focused on fixing fundamental account architecture:
- Branded campaign optimization that dramatically improved ROAS
- Performance Max placement refinement that reduced wasted spend
- Product duplication strategy that dominated Google Shopping
- Informational content targeting that captured high-intent, low-competition traffic