Thread by @blvckledge

“Google Ads are hard to scale.”

Your Google Ads aren’t working because you’re focusing on the wrong things.

Here’re our top 10 high-leverage strategies to boost ROAS and scale your brand:

1. Creating New Customer Segments

We’ve seen too many eCom brands focus on capturing the “easy traffic”...

BOF campaigns, retargeting, branded traffic.

These drive solid returns, but they limit growth.

To scale, you need to expand your reach across Google’s ecosystem.

Our top 3 ways to do it:

• Advertorials
• YouTube Ads
• Demand Generation

This creates a steady stream of cold traffic into your funnel.

And the bigger your audience pool, the more scalable your account becomes.

2. Brand vs Non-brand Separation

Mixing branded and non-branded traffic is the #1 mistake we see.

When you separate them, you can:

- Prioritize prospecting
- Avoid overpaying for branded clicks
- Customize your strategy for each audience

3. Product Feed Optimization

Your product feed decides how Google promotes your Shopping ads.

Top brands treat their feed like the creatives, tuning every relevant attribute.

They optimize titles, descriptions, product types, custom labels based on actual search behavior.

4. Google Merchant Center Quality Score

Google Merchant Center score is like your store’s credit rating.

It affects:

- Where your ads show up
- Whether you qualify for promos
- Access to new Google features

Our top-performing brands stay on top of their score by regularly refining their:

- Store rating
- Shipping Experience
- Return Experience
- Browsing Experience
- Purchase Experience

We created a free GMC & Feed optimization checklist to make this step easy for you.

Grab it here:

resources.echelonn.io/gmc-pf-checkli…

5. Product Feed Duplication

Take your existing product feeds and duplicate them.

For each duplicate, you can tweak the titles, images, descriptions, etc.

This way, you can target different angles or pain points with the same product.

By doing this, you can:

• Test different angles to see what works best
• Reach new customer segments without new products
• Have multiple listings in the same search results
• Tailor listings to different search intents

Easy way to increase visibility and get more sales.

6. Run Regular “Pruning” Sessions

Every account builds up waste over time.

This can be wasted budget, outdated campaigns, or underperforming assets.

Run regular audits to trim the fat and keep your account efficient.

Here’s what to look at:

For keywords, cut any with low conversion rates, low quality score, or poor performance.

For campaigns:

- Archive anything outdated or irrelevant
- Merge low-spend campaigns with similar themes
- Eliminate ones with overlapping keywords or audiences

For audiences:

- Remove stale remarketing lists
- Sync up-to-date customer lists
- Review in-market and affinity segments

For budget:

- Check budget caps on top-performing campaigns
- Reduce spend on underperformers
- Adjust for seasonality

7. Double Down on Hero Products

Not every product deserves equal budgets.

Listen to the data and let top-performing products lead the charge.

They should get higher budgets, more testing attention, and sometimes their own campaigns.

8. Competitor Campaigns

Done right, competitor campaigns can drive high-intent traffic at a great ROI.

Step 1: Target competitor brand names as keywords.

Step 2: Build comparison pages to win over their traffic.

There’re 2 approaches to step 2…

You can have a direct “Competitor vs You” breakdown, where you compare features, benefits, and pricing.

Or you can create a “Top 5” list that subtly positions your brand as the best option.

The key is to make the comparison feel unbiased, helpful, and credible.

9. Constant experiments

The best brands don’t guess, they test.

On the micro level, they experiment with:

• Ad copy
• Landing pages
• Product images and titles
• Match types and targeting

On the macro level, it can be:

• Campaign structures
• Bidding strategies
• Audience segments
• Entire funnels

This is how they constantly make improvements that compound over time.

10. Automated Rules

Automated rules help you react when things move quickly like sales events or product drops.

Use them to:

- Pause low-performing ads
- Adjust budgets based on thresholds
- Modify bids to match performance

Those are the 10 strategies we’ve used to scale over 300+ ecom brands.

Simple, but extremely effective.

See where they fit into your strategy and stack those optimizations.

And if you need our direct help setting them up, let’s chat:

.echelonn.io/services/googl…