Our core philosophy & proven system for scaling Google Ads from 6 to 7-8 figures without sacrificing ROAS
Google Ads is an engine, not a magic wand.
It will not fix a broken eCom brand, nor will it create demand where none exists.
"Advertising cannot create demand. It can only channel and direct demand that already exists." - Eugene Swartz, Breakthough Advertising
But if structured properly, it can efficiently capture demand and scale cold customer acquisition profitably.
The goal is not just more revenue—it is acquiring customers efficiently while ensuring your paid marketing ecosystem is working as a whole.
This framework outlines the key principles behind scaling Google Ads effectively for eCom brands.
Google Ads should not be viewed as the single engine of growth for an eCommerce business.
At scale, it should account for 20-30% of revenue at most.
If it is driving more than that, the problem is not that Google is overperforming—it is that your other channels are underperforming and you have room to scale.
Google is a ‘demand capture’ platform first.
It works best when you have other sources generating demand, such as Meta ads, TikTok, email marketing, natural product demand that’s already there, and influencers.
Saying that, it does gather new customers that you can’t get on other platforms.
But scaling profitably means understanding your break-even ROAS and new customer acquisition cost (nCAC) even on Google.
Instead of focusing on high ROAS in isolation, the goal is to scale up to the point where acquisition is break-even (or slightly profitable) on the first purchase.
If your Google account is hitting break-even and acquiring new customers at scale, that is a win.
It is critical to look at blended metrics—your total revenue relative to total ad spend (MER).