Case Study
87% More Conversions and 103% More Revenue in 14 Days
A DTC Swedish candy brand running everything through a single Performance Max campaign — and quietly paying to win back the customers it already had.
Client
DTC Swedish candy brand
INDUSTRY
DTC confectionery
MONTHLY BUDGET
$5,000
PLATFORMS
Google Ads
PARTNERSHIP
14 days
Where the Account Sits Today
One Campaign Doing Two Jobs
The account ran a single Performance Max campaign that combined branded and non-branded traffic. Because Performance Max chases the conversions it can win most cheaply, the budget kept flowing to people already searching for the brand by name.
On the surface the account looked healthy — the return was fine and the conversions were coming in. Underneath, it had almost stopped reaching anyone new, and revenue growth had flattened out.
! Brand and non-brand in one campaign — no way to control the split
! Budget defaulting to existing customers — conversions that would happen anyway
! Very few first-time buyers — the account had stopped finding new demand
! Healthy-looking metrics — hiding a plateau in real growth
Separated First, Scaled Second
Nothing new was added to the budget. The same spend was simply pointed at the part of the market that was never being reached.
01
Separate brand from non-brand
The single Performance Max campaign was split into dedicated Brand Search and Non-Brand Search campaigns, so budget going to people who already know the brand could be controlled separately from budget going to people discovering it.
02
Build a non-branded PMax focused on new customers
A separate Performance Max campaign was built for non-branded traffic with new customer acquisition as the bidding goal, pushing spend towards audiences with no prior purchase history.
03
Let the structure do the work
With brand, non-brand search and non-branded PMax running separately, each one could finally be measured and optimised on its own — and budget could go where growth actually came from.
Viral has done a very good job at helping us scale one of our e-commerce clients on Google Ads, highly recommend.
Luis Camacho
Owner, Fantom Agency
+103%
Revenue in fourteen days
86%
Of conversions from new customers
Same Spend, Different Customers
Within fourteen days conversions were up 87% and revenue up 103%. More importantly, 86% of those conversions came from new customers — the account had finally moved past its own existing buyers.
✓ Conversions +87% — in fourteen days, on the same budget
✓ Revenue +103% — more than double, over the same window
✓ 86% new customers — growth rather than repeat purchases
✓ Structure, not spend — nothing was added to the monthly budget
Other Accounts We Took Apart
+103% revenue in 14 days
DTC Brand · Swedish Candy Store
A single Performance Max campaign was mixing branded and non-branded traffic.
13 accounts at once
Agency Partner · White Label
Thirteen accounts at thirteen different stages, each needing its own strategy.
$200K+ monthly revenue
DTC Brand · Jewellery & Gifts
A brand new Microsoft Ads account, held to a 10× ROAS floor from day one.
From $500K to $2M / month
B2B Wholesale · Food Service Supplies
A basic account running mostly Search, with conversion tracking nobody could trust.
$50K to $296K / month
DTC Brand · Women's Fashion
Budget kept flowing to customers the brand already had, month after month.
445% ROAS, month one
DTC Brand · Premium Earbuds
A brand new Meta account: no pixel data, no followers, no social proof.
Every One of These Started as an Audit
None of these accounts were rebuilt from scratch. Each one was inherited, pulled apart, and fixed where the structure was losing money — before a single budget was increased.