7 Google Ads Strategies to Double Your ROAS in 90 Days

The $50,000 Google Ads Mistake

A mid-sized ecommerce brand was spending $50,000/month on Google Ads with a 2.1x ROAS.

"Not great, not terrible," they thought.

Then they implemented the 7 strategies in this guide.

90 days later:

Here's exactly how they did it (and how you can too).

Strategy #1: The Campaign Structure Revolution

The Problem with "One Campaign for Everything"

Most advertisers make this mistake:

Result: Low Quality Scores, high CPCs, mediocre ROAS.

The Fix: Intent-Based Campaign Segmentation

Reorganize campaigns by user intent, not product category:

#### High-Intent Campaigns (Bottom of Funnel) Keywords: Brand terms, competitor terms, urgent buying signals

Budget allocation: 60% of total budget Bidding: Maximize Conversions (aggressive) Expected ROAS: 5x - 8x

#### Mid-Intent Campaigns (Middle of Funnel) Keywords: Product comparison, "best X for Y"

Budget allocation: 25% of total budget Bidding: Target ROAS (3x - 4x target) Expected ROAS: 3x - 5x

#### Low-Intent Campaigns (Top of Funnel) Keywords: Problem-awareness, research

Budget allocation: 15% of total budget Bidding: Manual CPC or Maximize Clicks Expected ROAS: 1x - 2x (but builds remarketing audiences)

Real Results

Before restructure:

After restructure:

Strategy #2: Smart Bidding (But Do It Right)

Why Manual Bidding is Dead

Google's machine learning analyzes 70+ signals in real-time:

You can't compete with that manually.

The Smart Bidding Ladder

Don't jump straight to Target ROAS. Follow this sequence:

#### Phase 1: Maximize Conversions (Weeks 1-4) Goal: Gather conversion data (need 30+ conversions/month minimum) Budget: Start with 80% of your current budget CPA cap: Set a maximum CPA to prevent runaway spending

#### Phase 2: Target CPA (Weeks 5-8) Goal: Control costs while scaling Target CPA: Set at 20% below your current average CPA If profitable: Increase budget by 20% every 2 weeks

#### Phase 3: Target ROAS (Weeks 9+) Goal: Maximize revenue Target ROAS: Start at your current average ROAS Optimization: Increase target by 10% every 2 weeks until performance plateaus

Critical: The Learning Phase

Google needs 50 conversions in 30 days to fully optimize.

During learning (first 7-14 days):

If you MUST make changes, limit to:

Strategy #3: The 80/20 Negative Keyword Rule

Why You're Wasting 30% of Your Budget

80% of your wasted spend comes from 20% of search terms.

Example: Campaign for "men's leather wallet"

Intended searches:

Actual searches triggering your ads:

The Weekly Negative Keyword Ritual

Every Monday morning (takes 15 minutes):

1. Pull Search Terms Report: Ads & Extensions → Search Terms 2. Sort by: Cost (highest first) 3. Identify waste: Click-through but no conversions 4. Add as negative keywords: - Broad match for irrelevant themes - Phrase match for specific waste - Exact match for exact waste

Example negative keyword list for ecommerce:

Advanced: Negative Keyword Lists

Create 3 master lists and apply across all campaigns:

1. Universal Negatives: free, jobs, careers, Wikipedia, YouTube 2. Non-Buyer Intent: how to, DIY, tutorial, guide (unless you're content marketing) 3. Low-Value Modifiers: cheap, discount, promo code (test this—sometimes converts)

Impact: One client reduced wasted spend from 32% to 9% by implementing this system.

Strategy #4: Audience Layering for ROAS Boost

The Power of First-Party Data

Your website visitors convert 5-10x better than cold traffic.

How to leverage:

#### Setup Remarketing Audiences 1. All website visitors (30/60/90-day windows) 2. Cart abandoners (didn't complete purchase) 3. Product page viewers (interested but didn't add to cart) 4. Converters (past customers)

#### Layering Strategy

Campaign A: Search (Cold Traffic)

Campaign B: Search (Warm Traffic)

Why this works: Warm traffic already knows your brand. Higher bids = higher impression share = more conversions at lower CPA.

Customer Match (Advanced)

Upload your customer email list to Google:

Use cases: 1. Exclude existing customers from acquisition campaigns (if you don't want repeat purchases) 2. Target existing customers for upsells/cross-sells 3. Create lookalike audiences (Similar Audiences)

Privacy note: Google hashes emails—you don't expose customer data.

Strategy #5: Ad Copy That Converts (Psychological Triggers)

The 3-Ad Framework

Never run 1 ad per ad group—always run 3:

#### Ad #1: Feature-Focused Headline 1: Free Shipping on All Orders Headline 2: 1000+ 5-Star Reviews Headline 3: Shop Premium Leather Wallets

#### Ad #2: Benefit-Focused Headline 1: Wallets That Last 10+ Years Headline 2: RFID Protected | Slim Design Headline 3: Built for Modern Men

#### Ad #3: Urgency-Focused Headline 1: 25% Off - Ends Tonight Headline 2: Limited Stock | Best Sellers Headline 3: Order Now, Ships Same Day

Google's algorithm automatically shows the best-performing ad to each user.

High-Converting Ad Elements

Use these tested components:

Price transparency: "Starting at $X" (reduces unqualified clicks) Social proof: "10,000+ Happy Customers" Risk reversal: "60-Day Returns" Scarcity: "Only 3 Left in Stock" Specificity: "Delivered in 2 Days" (not "Fast Shipping")

Dynamic Search Ads (DSA) for Scale

Problem: Can't manually create ads for 10,000 products. Solution: Let Google create ads dynamically based on your website content.

Setup: 1. Create Dynamic Search Ad campaign 2. Target: Your entire website (or specific categories) 3. Google scans your site 4. Creates headlines based on landing page content 5. You provide descriptions

Best for: Large product catalogs, new product launches.

Strategy #6: Landing Page Alignment (Often Overlooked)

Why Your Ads Fail (Even with Great Copy)

Scenario:

Result: User gets confused, bounces. Your Quality Score drops. CPC increases.

The Fix: 1:1 Message Match

Ad keyword: men's minimalist wallet Ad headline: Shop Men's Minimalist Wallets Landing page: Dedicated page showing ONLY minimalist wallets Headline on page: "Men's Minimalist Wallets"

Message consistency = Higher Quality Score = Lower CPC + Higher ROAS.

Landing Page Checklist

✅ Clear headline matching ad copy ✅ Single call-to-action (don't give users 10 choices) ✅ Fast load time (<3 seconds) ✅ Mobile-optimized (60%+ of clicks are mobile) ✅ Trust signals (reviews, badges, guarantees) ✅ Easy checkout (1-click buy, guest checkout)

Bonus: Use heatmaps (Hotjar, Crazy Egg) to see where users click and where they drop off.

Strategy #7: The Conversion Tracking Upgrade

Most Advertisers Track the Wrong Thing

What most people track: "Purchases" What you should track: "Purchases + Add to Cart + Begin Checkout"

Why? Google's Smart Bidding optimizes for conversion volume, not just final purchases.

By tracking micro-conversions, you give Google more data = faster learning = better optimization.

Conversion Action Hierarchy

Primary conversion (highest value): Purchase Secondary conversions (lower value): Begin Checkout, Add to Cart Tertiary conversions (lowest value): Email Signup, Product View

In Google Ads: 1. Set "Purchase" value = Actual purchase value 2. Set "Begin Checkout" value = 30% of average order value 3. Set "Add to Cart" value = 10% of average order value

Smart Bidding will optimize for all 3, weighted by value.

Putting It All Together: The 90-Day Plan

Weeks 1-2: Foundation

Weeks 3-4: Optimization

Weeks 5-8: Scaling

Weeks 9-12: Advanced

Expected outcome by Week 12: ROAS increase of 80-150%.

Common Mistakes That Kill ROAS

❌ Changing too much too fast (confuses the algorithm) ❌ Not giving Smart Bidding time to learn (need 30 days minimum) ❌ Ignoring mobile experience (60% of traffic = mobile) ❌ Broad match keywords without proper negatives (waste spend) ❌ No remarketing (leaving 70% of revenue on the table)

Conclusion

Doubling your Google Ads ROAS isn't about spending more—it's about spending smarter.

The ecommerce brand at the start of this article didn't increase their budget. They just: 1. Restructured campaigns by intent 2. Implemented Smart Bidding correctly 3. Added negative keywords aggressively 4. Layered audiences 5. Improved ad copy 6. Optimized landing pages 7. Fixed conversion tracking

Total time investment: 15-20 hours over 90 days Return: $120,000+ in extra monthly profit

Your turn. Pick one strategy from this list and implement it this week.

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• ROAS: 4.5x (↑114%)
• Same $50,000/month budget
• Revenue increased from $105,000 to $225,000/month
• Extra profit: $120,000/month
• 1 Search campaign
• All products in one ad group
• 200+ keywords mixed together
• Generic ad copy
• "buy nike air max"
• "nike air max discount code"
• "[competitor] alternative"
• "best running shoes for marathon"
• "nike vs adidas running shoes"
• "how to prevent shin splints"
• "running shoe guide"
• 1 campaign, 2.1x ROAS
• High-Intent: 7.2x ROAS
• Mid-Intent: 3.8x ROAS
• Low-Intent: 1.4x ROAS
• Blended ROAS: 4.5x (↑114%)
• Device
• Location
• Time of day
• Weather
• Past browsing behavior
• And 65 more...
• ROAS may be volatile
• Don't panic and turn off campaigns
• Don't make changes (pausing/editing resets learning)
• Budget changes < 20%
• Bid adjustments < 20%
• Max 1 change per week
• men's leather wallet
• leather wallet for men
• genuine leather wallet
• free leather wallet (❌ not buying)
• leather wallet repair (❌ wrong intent)
• leather wallet phone case (❌ different product)
• free
• cheap (unless you're a discount brand)
• DIY / how to make
• repair
• jobs / careers
• wholesale (if you sell retail only)
• second hand / used (if you sell new only)
• Target: General keywords
• Bid adjustment: Baseline
• Expected ROAS: 2.5x
• Target: Same keywords + remarketing audience overlay
• Bid adjustment: +50% - 100%
• Expected ROAS: 6x - 8x
• User searches: "men's minimalist wallet"
• Your ad: "Shop Minimalist Wallets"
• Landing page: Homepage with 20 product categories
• Restructure campaigns by intent
• Set up conversion tracking properly
• Build negative keyword lists
• Launch Smart Bidding (Maximize Conversions)
• Create 3 ad variations per ad group
• Set up remarketing audiences
• Switch to Target CPA
• Increase budgets on high-performers
• Add audience layering
• Implement Target ROAS bidding
• Launch Dynamic Search Ads
• Optimize landing pages based on data