+38% revenue by rebalancing branded-term spend.
A men’s luxury boots brand faced rising competition from major department stores bidding on its product line. We rebalanced ad spend between exact and broad match to protect top positions and ROAS.
The challenge
Major department stores like Nordstrom and Saks increased their ad spend on our client’s product line, threatening their top-of-page visibility. The objective: keep the client’s products prominently positioned and drive revenue growth — without sacrificing ROAS.
What we did
We used a two-pronged approach:
- Increased investment in exact-match brand terms — to hold top-page visibility and target high-intent buyers directly.
- Decreased investment in broad-match brand keywords and dynamic ad groups — which showed a lower ROAS — reallocating that budget more efficiently.
The results
A 29% increase in exact-match brand spend led to a 38% surge in revenue (over $773,000), with ROAS reaching 1,767% — up more than 6% year over year. Cutting broad-match spend nearly 75% reduced that revenue but lifted its ROAS from 956% to 1,079% — a far more efficient use of budget. Targeted spend adjustments drove substantial, profitable growth.
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