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BLENDED ROAS 3.6× AT SCALE

ROAS 2.1× → 3.6×
CPA $42 → $27
New customer ratio 38% → 61%

Toronto roaster now drives profitable non-brand growth—not just branded searches.

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Who we helped

Ecommerce specialty coffee roaster — Toronto, ON

DTC beans, subscriptions, brew gear. Budget $10k–$20k/month across Search, Shopping, PMAX. Branded search was strong; prospecting wasn’t.

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Problem Statements

Over-reliance on brand

PMAX and Search leaned hard on “[brand] coffee,” starving new-customer growth.

PMAX waste

Inventory served on random queries (mugs, generic “coffee quotes”) with poor intent.

Weak feed clarity

Product titles missed roast level, origin, grind; Shopping matched loosely.

Goals

  • Hit 3× blended ROAS without cutting prospecting.
  • Grow new-customer share while protecting brand efficiency.
  • Make Shopping/PMAX show the right products to the right searches.

OBJECTIVES (4 months)

  • ROAS ≥ 3× (hit: 3.6×).
  • CPA down to ≤ $30 (hit: $27).
  • New-customer ratio ≥ 55% (hit: 61%).

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Discovery Insights

Feed gaps:

 Titles lacked roast/origin/grind → weak query matching.

Brand leakage:

PMAX cannibalized brand; reporting over-stated performance.

Intent mix:

Generic “coffee” terms blended with merch queries; high CPA.

Geo & device skews:

Mobile CTR high, but some devices bled spend with low AOV.

Subscription friction:

Subscribe & save buried; few nudges on product pages.

Measurement:

ROAS looked fine, but MER (blended) jumped when prospecting paused.

Phase 1

Fix the fuel

Make it easy to post and convert

  • Feed cleanup: Exact titles—“Ethiopia Guji, Light Roast, Whole Bean 340g”; add brand, origin, roast, grind, size.
  • Attributes: GTINs, product types, custom labels (roast, single-origin, subscription eligible).
  • Diagnostics: Merchant Center errors cleared; image rules tightened.
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Phase 2

Plain English, real wins

Control where PMAX goes

  • PMAX brand exclusions + account-level negatives (quotes, mugs, joke tees).
  • Asset groups by theme: single-origin, espresso, decaf, sampler.
  • Search non-brand build: terms like “light roast beans canada,” “ethiopian coffee,” “best espresso beans toronto,” plus competitor terms.
  • Extensions: promos, price, and subscription callouts.
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Phase 3

Turn interest into booked visits

Bid for profit, not just ROAS

  • Profit-based bidding: margins by label; tROAS for Shopping/PMAX, tCPA for Search trials.
  • MER guardrails: weekly view (ad spend ÷ total revenue) to ensure blended 3× holds.
  • Query pruning: add negatives weekly; re-route winners to exact campaigns.
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Obstacles & How We Handled Them

PMAX steals brand

Fix: Brand exclusions + a cheap, dedicated Brand Search to fence it in; reported non-brand separately.

Feed entropy

Fix: Feed rules + templates in GMC; added roasting/harvest fields via app so new SKUs stay structured.

Creative fatigue

Fix: Shot quick UGC brew clips (pour-over, espresso) and rotated monthly; UGC beat studio by +31% CTR.

Results & Success Metrics

Attribution notes

Revenue/CPA/ROAS: GA4 + Triple Whale (first/last/blended).

 

Feed & Shopping: Merchant Center + Looker Studio dashboards.

 

Search terms: Google Ads query insights; negatives logged weekly.

Primary outcomes

Blended ROAS: 2.1× → 3.6×

 

CPA: $42 → $27

 

New-customer ratio: 38% → 61%

Supporting metrics

PMAX non-brand share up; brand protected.

 

Subscription attach rate increased on top SKUs.

 

Competitor conquest terms drove efficient first-orders.

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