Case Study
$50K to $296K a month with a full-funnel Google Ads build
A DTC women’s fashion accessories brand whose entire budget was quietly going to customers it already had.
Client
DTC women's fashion accessories
INDUSTRY
Google Ads
MONTHLY BUDGET
$40,000
PLATFORMS
12 months
PARTNERSHIP
6× revenue growth
Where the Account Sits Today
Paying Twice For The Same Customer
Every campaign in the account ran without separating branded from non-branded queries. In practice that meant most of the budget went to people already searching for the brand by name — conversions that were very likely to happen anyway.
Non-branded traffic, where genuine new customer acquisition actually happens, was left with whatever was still on the table. The account looked efficient, and it was barely growing.
! Brand and non-brand mixed — in every campaign in the account
! Budget going to existing demand — conversions that would land regardless
! Non-branded starved — the only place new customers come from
! Nothing above the fold of the funnel — no awareness layer at all
Every Stage of the Journey Covered
Four layers, built in order, so the account could reach people before they searched — and still be there when they did.
01
Building awareness
A Demand Gen campaign was introduced at the top of the funnel to reach potential buyers before they were actively searching, keeping the brand visible with aspirational creative and product catalogues.
02
Reaching new audiences
Separate Performance Max campaigns were built per product category, each with its own search themes, audience signals, and themed ad copy and banners — rather than one campaign covering the whole catalogue.
03
Capturing active demand
Dedicated Brand and Non-Brand Search campaigns were created with well-structured, themed ad groups so intent was separated clearly, with Standard Shopping running alongside an optimised product feed.
04
Closing the loop
Dynamic remarketing campaigns were set up to bring site visitors back to the exact products they had viewed, so nothing that had already been paid for was left to drop off.
Viral is simply put, outstanding. He is by far the best operator and optimizer when it comes to Adwords accounts.
Chris Murray
Founder, Lead Republic
6×
Revenue growth in twelve months
Held
ROAS the whole way up
Six Times the Revenue, Same ROAS
With every stage of the buying journey covered, the account started reaching new audiences instead of re-converting familiar ones. Revenue grew steadily as each layer of the funnel started contributing — from $50K to $296K a month over twelve months, with ROAS held throughout.
✓ $50K → $296K a month — a 6× increase over twelve months
✓ ROAS held while scaling — growth without trading away efficiency
✓ Four funnel layers live — Demand Gen, PMax, Search & Shopping, remarketing
✓ New customers, not repeat — brand and non-brand finally separated
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.