Case study · Paid Performance Media
Organic supplement brand improved ROAS 69% by eliminating budget waste.
A mission-driven organic wellness brand in supplements e-commerce, selling toxin-free nutrition and detox products to families across the US, Canada, the UK and Europe.
The situation
On paper the account was healthy: profitable year on year, returning a steady 1.62x on ad spend (Feb–May 2025). The budget was growing month on month, but with no clear rationale for where the extra money worked hardest: growth by habit rather than by evidence. In February 2026, The Rebellion took over the account.
The assumption
The dashboard said 1.62x and conversions were consistent, so the logic wrote itself: more budget means more conversions means better business. The budget kept rising. Nobody questioned whether every dollar was equally valuable, or noticed that 38% of total spend was generating disproportionately poor returns.
What the evidence showed
Segmented, the account told a different story. Whole campaign types were running at a low ROAS, on bid strategies that had drifted out of line with the business goals. And while new-customer acquisition was a major goal for the business, nothing in the account served it: no conversion actions defined for new customers, and no campaigns optimising primarily towards them.
What we did
- i.Built dedicated conversion tracking for new-customer acquisition, then pointed specific new-customer offer campaigns at it.
- ii.Paused the campaigns the evidence showed were unprofitable, rather than trimming everything equally.
- iii.Rebuilt the remainder around tightly themed ad groups, so each themed search meets the right ad in the right place at the right time.
- iv.Ran a deliberate mix of campaign types across the top and bottom of the funnel to feed and assist the middle.
Results
ROAS
1.62x → 2.74x · Feb–May 2026 vs 2025, Google Ads
Ad spend
Feb–May 2026 vs 2025, profitability maintained
Revenue per dollar spent, up from $1.62
Feb–May 2026 vs 2025, Google Ads
The 69% ROAS lift was not growth hacking; it was disciplined efficiency. Conversions fell 41%, in proportion to the spend cuts, but the revenue behind each conversion rose 16%, and total revenue held more than two-thirds of its former level on 40% of the budget. That trade-off was intentional: the account moved from 'more budget = more results' to 'better targeting = better results'. With the waste gone, the high-efficiency segments have been scaled back up, and the account currently runs at 2.15x, still 33% better than the baseline we inherited.
The lesson
A good average hides bad averages. ROAS requires segmentation, not just totals.