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Multi-brand retail · Canada · Google Ads · Jan–Aug 2026
From a brand-new Google Ads account to ~$236K in conversion value on $15.3K spend.
No history, a big catalog and no idea which categories would win. The account had to learn fast and then restructure around what the data showed.
- $0 → ~$30K/month
- ~$236K
- conversion value
- 15.41x
- ROAS
Figures are platform-reported.
The challenge
- Almost no Google Ads data to guide the first budgets.
- A large catalog where categories had very different demand.
- Winners could only show once enough purchase data built up.
What I changed
- 1.
Launched broad enough to learn. Branded Search plus Women's, Men's and Kids Performance Max, each with category asset groups.
- 2.
Built creative-heavy PMax, not feed-only, and kept refreshing assets and copy.
- 3.
Restructured around the data. Footwear kept outperforming, so PMax was rebuilt into Women's Footwear, Women's Apparel, Men's Footwear and Men's Apparel. Women's Footwear became the top revenue campaign.
- 4.
Kept the structure moving. Asset groups added or paused by revenue, demand and season.
Results (platform-reported, Jan 1 – Aug 30, 2026)
| Metric | Result |
|---|---|
| Ad spend | ~$15.3K |
| Purchases | ~1,510 |
| Cost per purchase | ~$10 |
| Conversion value | ~$236K |
| ROAS | 15.41x |
| Monthly Google Ads revenue | $0 → ~$30K |
Why it worked
- The first structure was built to collect data, the second to scale it.
- Splitting footwear from apparel stopped weak categories eating strong ones' budget.
- Branded Search captured the people already looking for the store.