Insight: Lowering acquisition price points reduced first-purchase friction, allowing tROAS to scale efficiently.

Goal

An ecommerce backpack cooler brand wanted to increase new customers while maintaining predefined efficiency and ROAS targets.

Approach

  • Launched a new PMax campaign focused on low-AOV items to reduce price friction.
  • Optimized to New Customer Acquisition with automated bidding and tROAS.
  • Used the lower price point to efficiently reach and convert first-time buyers.

Results

  • ROAS +106% vs. the original campaign.
  • CPA −69% with improved efficiency.
  • CPC −$0.36 and CTR +9%.

Services & Tools

  • Performance Max (New Customer Acquisition)
  • Automated bidding (tROAS)
  • Google Ads • GMC • GA4
Backpack resting on stacked books in warm light
Royalty-free stock image via Unsplash.
Contact Me Clients anonymized. Results measured vs. prior campaign period; seasonality may apply.
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Apparel Brand: Broad Match + Brand Restrictions (ROAS +9%)