3.1× ROAS in 6 Weeks — Performance Max for a D2C Brand
ROAS 3.1×
Revenue +64%
CPA −23%
Timeline: 6 Weeks
Overview
A Delhi NCR D2C brand wanted to scale revenue while keeping acquisition costs profitable. We rebuilt tracking, fixed the product feed, and launched a structured Performance Max setup with creative testing and audience signals. Within 6 weeks, ROAS hit 3.1× with a 23% drop in CPA.
Goals
- Achieve ≥3× ROAS while increasing volume
- Reduce CPA and stabilize daily performance
- Build a repeatable testing framework for creatives and audiences
Constraints
- Limited creative variants at start
- Feed hygiene issues (titles, GTIN, categories)
- Inconsistent tracking from prior setup
Strategy
Feed & Merchant Center Hygiene
- Optimized titles with brand + type + attributes + key benefits
- Mapped correct Google Product Categories; fixed GTIN/availability
- Synced promotions; ensured high‑quality images & alt text
Performance Max Structure
- Separate asset groups by category / best‑sellers
- Audience signals: warm traffic, cart abandoners, search themes
- Exclude unprofitable SKUs and non‑serviced locations
Creative Testing
- UGC‑style videos + benefit‑led statics
- Headline/value prop tests; offer vs. no‑offer experiments
- Iterated weekly based on asset group performance
Search & Brand Protection
- Branded search to control messaging and protect SERP
- Exact/phrase for top category terms to capture high intent
- Sitelinks: Best Sellers, Returns, Reviews, Shipping
Tracking & Analytics
- GA4 + Tag Manager with Enhanced Conversions
- Cart/funnel tracking; UTM hygiene for all campaigns
- ROAS/CAC dashboards; weekly cohort review
Landing Pages & CRO
- Category LP clean‑up: filters, trust badges, shipping info
- Sticky CTAs on mobile; simplified checkout steps
- Tested social proof blocks and FAQs
Execution
Week 1–2
- Fixed feed & Merchant Center issues
- Implemented GA4 + EC & cart/funnel events
- Launched PMax with 3 asset groups (bestsellers, category A/B)
Week 3–4
- Added UGC video + benefit statics; pruned low‑CTR assets
- Introduced branded search & exact category campaigns
- Excluded non‑performing SKUs and search themes
Week 5–6
- Scaled budgets to winning asset groups
- Refined audience signals with cart abandoners/engaged users
- Sale promo sync with Merchant Center for peak days
Results
Performance Highlights
- ROAS increased to 3.1× within 6 weeks
- Revenue up 64% with CPA down 23%
- Best‑seller asset group delivered +28% CVR vs baseline
- Branded search improved overall blended ROAS
What Mattered Most
- Clean feed + relevant product titles
- Creative iteration (UGC + benefit statics)
- Audience signals + brand/search coverage
“Revenue grew quickly without sacrificing ROAS. Creative testing and feed fixes made the biggest difference.” — D2C Founder, Delhi NCR
Key Learnings & Next Steps
- Feed hygiene is foundational — PMax rewards clean inputs
- Regular creative refresh keeps performance from plateauing
- Branded search stabilizes blended ROAS and messaging
- Spin up asset groups for seasonal collections
- Test YouTube for action (remarketing) to lift assisted conversions
- Expand into Lookalike/Optimized audiences for scale
Related Resources
Aanve Digital Solutions • 220 B, 2nd floor, Jaina Tower 2, Janakpuri District Center, Janakpuri, New Delhi, Delhi 110058 • +91 9015599355 • [email protected]