Google AdsUnited StatesApr – Jun 2026
Scaling a jewelry brand without letting brand searches hide the real cost
Branded searches were propping up the reported return. Splitting Brand from Non-Brand showed what new demand actually cost, measured against the brand's 2.5x break-even.
- Ad spend, 3 months
- $156K
- Reported conversions
- 13.7K
- Conversion value
- $1.1M
- Reported ROAS
- 7.02x
Brand’s stated break-even ROAS: 2.5x. Conversion value and ROAS are reported by Google Ads. They are not net profit.
What I found
When branded and non-branded traffic share campaigns, existing customers make the whole account look better than it is. Budget decisions needed a clear view of new demand on its own.
What I decided
- Separated Brand and Non-Brand activity so each had its own budget and target.
- Managed Search, Shopping, Performance Max, Demand Gen and remarketing, each with a defined job.
- Used the brand's 2.5x break-even ROAS as the line every budget change was judged against.
Judged against
The brand's own 2.5x break-even ROAS, with Brand and Non-Brand judged separately rather than on the blended figure.
Reported result
From April to June 2026 the account spent $156K, about $52K a month, and reported $1.1M in conversion value at 7.02x.
The service behind this
Google Ads management
Search, Shopping, Performance Max and Demand Gen, with branded and new-customer revenue reported separately.
How it works →
