Consolidated a scattered Google Ads account to three campaigns — ROAS up ~25% and still climbing.

We rebuilt around a simple thesis: Performance Max is the volume engine, Standard Shopping the profitable support, Brand Search the cheap defensive moat. Three live campaigns; everything else paused until it earned its way back in. Each month since has been deliberately unglamorous — feed quality on the top revenue products, negative-keyword maintenance, match-type discipline on Brand, and a strict rule that no new campaign launches unless an existing one is demonstrably underperforming. The point was to give the three live campaigns enough budget & signal density to reach their actual ceilings, instead of starving each of them halfway.

A recent month-pair moved ROAS from just above 2.5x to over 3.2x on a smaller budget, with cost per acquisition easing into the mid-20s — cheaper conversions, and more of them. Performance Max carries the volume, Standard Shopping adds a profitable second line, Brand Search quietly cleans up high-intent demand at a high return on small spend. The durable win is harder to quote: a portfolio of bets is now a system with three named jobs, where scaling or testing is a clean experiment against a known baseline — and the account stopped costing the team's attention.