The Grounding – Home & Kitchen
Description
When The Grounding first approached us, they were doing $400k to $600k/month in revenue — on the surface, it looked like things were working.
But inside the ad account, it was a different story.
They were working with a larger agency, but felt more like a line item on a spreadsheet than a partner being proactively guided.
Worst part of all, Google Ads was being used purely as a backend support system – mostly to retarget lost customers from Meta ads.
No real scaling structure, no segmentation, and most importantly, no direction.
As each month passed, cold traffic performance kept declining.
Despite a strong AOV of $220 and healthy CVR, their Google ROAS had dropped to a 1.5x.
They knew the potential was there.
They just needed someone who actually cared enough to unlock it.
The Challenge
After doing an initial audit of the brand from start to finish, here’s what stood out:
❌ Google Ads wasn’t being treated as a growth channel — just an afterthought
❌ Campaigns lacked segmentation, audience intent, and feed structure
❌ No creative strategy around YouTube Ads, even though they were eager to test it
❌ Two templated reports per month, no real insights
❌ No scaling strategy in sight
Despite having a budget ready to scale (up to $100k/month if ROAS held), there was no clear plan or accountability.
They didn’t just need new campaigns — they needed a new approach entirely.
We officially begin work on Oct 1, 2024.
The Strategy
Our initial approach was pretty straightforward; start with a solid foundational setup.
From first glance, it seemed like there was a lot of stuff going on within the brand.
Demand gen, standard shopping, Performance Max, search, etc.
But none of these campaigns had real value or momentum.
They were causing a lot of noise, but no movement.
We completely got rid of the underperforming campaigns & worked on building a strong product feed.
> Product images that stood out from competitors
> SEO for titles & descriptions that captured attention
> Google Merchant Center promos + other additions
This style of focus really allowed the algorithm to understand who our perfect customer was.
And naturally, sales started to grow. In 3 months, we did more in revenue than what they had done in the previous 5 months combined.
At a higher ROAS.
Due to the niche of this brand, it’s not really a seasonal brand.
This meant we had to strategize again once Q4 ended.
But at this point, it was much easier because the fundamentals were in place.
The new insights we had into the brand from running campaigns for over 3 months allowed us to realize that:
Shopping + Pmax + search + Youtube is all this brand needs.
Nothing else.
We kept that approach going into 2025 and to this day, have just 8 campaigns running.
No fluff or unnecessary clutter.
For scaling, we’re heavily focused on vertical scaling – adding budgets only when things are profitable.
The Results
Schedule Your Strategy Call
If you run an eCommerce store doing $50k/mo+ and want us to help EXPLODE your results, schedule a call with us.
