eCom Growth Strategy: How We Scaled a Supplement Brand From $1.9M to $8.6M With Google Ads

In this eCom growth strategy breakdown, we show how an established 8-figure supplement brand, widely recognised in the Australian market, scaled from $1.9M to $8.6M using Google Ads.

(Note: The brand requested we not name them or share account-level details.)

When this brand partnered with us, the foundation was already there: strong product lines, loyal customers, and clear demand. But their eCommerce Google Ads strategy didn’t reflect the scale of the business.

In short: strong brand, weak structure. Our job was to fix the broken fundamentals at scale.

We found their prospecting campaigns to be lacking in structure, and their branded search was doing all the heavy lifting. Their cold traffic wasn’t converting efficiently either.

This wasn’t the first time we’d seen an account in this condition; lacking a few fundamentals but with solid eCom growth potential (if the right structure and strategies were applied).

Within 60 days of working with Echelonn, the brand’s account had a new trajectory; revenue jumped from $1.9M to $8.6M. ROAS hit 558%, and over 6,100 purchases were made in just 30 days.

And crucially, this wasn’t driven by spillover traffic from other channels. There was no influencer campaign or Meta boost running in parallel either. It was cold traffic, structured correctly, and executed cleanly within Google Ads.

Because Google doesn’t respond to hacks or surface-level tweaks. It rewards solid infrastructure, built properly and scaled with intent.

Now let’s dig into the changes we made and what this kind of eCom growth requires.

Structuring Google Ads campaigns around real shopping behaviour

We started by restructuring campaigns from the ground up.

Instead of broad or catch-all campaigns, we mapped ad groups and asset clusters to the brand’s actual product categories. This meant creating a Performance Max campaign structure built around specific collections like apparel, supplements, or accessories; matching how customers were already browsing.

As Jacques van der Wilt, Founder & CEO at DataFeedWatch, notes:

‍“Performance Max campaigns are a popular choice for eCommerce businesses… they are conversion or conversion value focused, making them the ideal tool for selling products.’” 

When the structure mirrors how people shop, the results improve across the board. Ad relevance increases, improving ROAS with Google Ads as the structure better matches buyer intent. Spend also becomes easier to scale without sacrificing efficiency.

As part of our broader Google Shopping optimisation, we updated the shipping settings in Merchant Center to improve delivery estimates.

It’s a small lever, but one that enhances user trust and Shopping visibility in a meaningful way.

Tracking setup for eCommerce brands: clarity before scaling

Before we could scale spend, we had to trust the data. At Echelonn, data is everything. Without it, it’s simply a guessing game. We don’t believe in guessing. 

The brand’s account had several conversion actions live, but the reporting didn’t give a clear picture of which campaigns were working. We overhauled the tracking setup for this eCommerce brand, cleaning up attribution, linking GA4 and Triple Whale, and introducing proper new customer tracking.

“Establishing clear goals and understanding what constitutes a conversion is the foundation of a successful paid search campaign.” —  Search Engine Journal

These improvements, paired with ongoing Merchant Center optimisation, helped increase visibility and trust; ​​core drivers of eCom growth at the bottom of the funnel.

This gave us clarity:

• Which asset groups were converting new vs returning buyers
• How different collections contributed to revenue
• Where to push spend without cannibalising branded traffic

Without structured measurement, performance marketing is guesswork. With it, you unlock clear, strategic decisions and the confidence to act on them.

Scaling Google Ads campaigns takes commitment (not shortcuts)

We’ve seen this pattern repeat across dozens of eCom brands: they hold off on scaling Google because it feels slower, more complex, or overly technical.

Google doesn’t reward quick hacks or surface-level strategy. But it does reward brands who invest in systems. Here, we’re talking about product feeds, campaign logic, clean tracking, and giving it room to compound.

When it works, the upside is different and the intent is higher, traffic steadier, and the returns are more defensible.

This is why the brands that win on Google often treat it like infrastructure, not a side channel.

Google Ads eCom growth strategy results in first 30 days

While the account experienced serious growth after 60 days, the signs of growth were already there after just 30 days of the rebuild:

• Spend increased moderately to $151K
• ROAS hit 558%
• Purchases passed 6,100

But these numbers only tell part of the story. What mattered most was consistency; the foundation for scaling Google Ads campaigns effectively.

Instead of waiting for a sale or seasonal push to see results, the account started delivering day in, day out. Performance became repeatable which is what opens the door to scaling.

Media buying for DTC brands: how strategy and execution align

The fortunes of this account wasn’t reliant on one change. It grew because multiple disciplines were aligned early.

Our approach to media buying for DTC brands meant strategists and buyers worked side-by-side to identify gaps and opportunities.

Our tech team cleaned up the data layer and ensured tracking was sound. GMC was optimised with clear ownership, and creative updates were fed into the pipeline continuously.

That’s the benefit of scale: every lever has an owner, and the feedback loops are tight.

It’s what allows changes to move from idea to execution in days, not weeks. At Echelonn, we like to move fast with precision. 

Google Ads campaigns scale when built for eCom growth

If you want consistent results, it starts with understanding how to structure Google Ads campaigns. Campaigns that work aren’t accidents, they have:

• Clean segmentation that matches user behaviour
• Reliable data that removes ambiguity
• Teams that move quickly without sacrificing thinking

Too often, brands approach paid search as a plug-and-play tool. But the accounts that deliver consistent results are the ones designed with growth in mind.

Google has never been (and will never be) the place for shortcuts. It’s where you go when you’re ready to build something durable for long-term growth.

The outcome: a system that drives eCom growth predictably

This brand’s account now runs on clear logic. Spend is allocated based on contribution, never on assumptions.

Product visibility aligns with buyer interest, and the team can scale decisions across campaigns with confidence.

When we work with brands (often long-term), they learn the value of taking Google Ads seriously by applying logic and reasoning to every strategic decision.

When you can do this, the wins always outweigh the losses (of which there are very few, if any).

This is what growth looks like when you take performance infrastructure seriously. And it’s the kind of work we aim to deliver for every brand we work with.