How a Cleaning Brand Increased ROAS by 115% in 90 Days on Google

This premium household cleaning brand specializes in antimicrobial sponges and wipes designed to signal when replacement is needed. With a focused product portfolio and strong brand visibility—including major media features and celebrity partnerships—the brand generates consistent demand across both direct-to-consumer and marketplace channels.  

The Challenge

The brand had demand—but could not scale it profitably.

For over a year, performance remained flat. Return on Ad Spend (ROAS) hovered around a modest level, and any attempt to increase spend caused efficiency to drop sharply. When budgets increased, ROAS declined below sustainable levels, preventing meaningful growth.

The issue was not traffic volume—it was structural.

Performance Max campaigns were fragmented, product feeds were outdated, and campaign signals were diluted by duplicate products and overlapping keywords. Branded search lacked clear segmentation, and conversion tracking inconsistencies further weakened optimization.

As a result, Google’s algorithm could not effectively prioritize high-performing products or audiences. Without clean inputs, scaling spend only amplified inefficiency.

Why Quartile

The brand needed a foundation rebuild—not incremental changes.

Quartile focused on restoring signal quality across the account. By consolidating campaigns, cleaning the product feed, and aligning creative with user intent, Quartile ensured that Google’s automation could operate effectively.

This approach shifted the strategy from managing bids to improving inputs—unlocking performance through structure rather than spend.

The Solution

Quartile executed a three-phase transformation focused on structure, scale, and efficiency.

Phase 1: Efficiency Reset

Campaigns were consolidated and simplified. Brand search was rebuilt into a clean, high-intent structure, while fragmented Performance Max campaigns were merged into a single “Top Products” framework. Duplicate and inefficient keywords were removed, ads were rewritten, and landing pages were aligned with user intent. Conversion tracking was also cleaned up to restore data accuracy.

This immediately improved efficiency, as spend was redirected toward higher-performing traffic.

Phase 2: Structural Expansion

With a stable foundation in place, Quartile expanded scale through Performance Max optimization. The product feed was fully rebuilt and segmented, enabling better prioritization of top-performing SKUs. New asset groups were created around core products, supported by refined listing filters and expanded search themes.

Creative was overhauled to reflect the brand’s positioning, incorporating recognizable brand elements and stronger messaging. Geographic and device targeting were also expanded to capture incremental demand.

Phase 3: Profitability Scaling

Finally, Quartile refined bidding and budget allocation to maximize returns. Investment was concentrated on top-performing products, while underperforming elements were continuously pruned. Target ROAS thresholds were adjusted to maintain efficiency as spend increased.

This phase enabled the account to scale profitably, with efficiency continuing to improve alongside growth.

Results & Impact

The transformation delivered both immediate efficiency gains and sustained growth:

• Return on Ad Spend (ROAS) improved by 115%, more than doubling overall efficiency  

• Revenue increased by 164%, scaling significantly faster than spend  

• Conversions increased by 181%, reflecting stronger funnel performance  

• Peak ROAS reached over 2x higher than baseline, demonstrating sustained efficiency at scale  

These results show that fixing structural issues—rather than increasing spend—can unlock both profitability and growth in Google Ads.

Ongoing Value & Future State

With a clean and scalable foundation in place, the brand is now positioned to expand investment confidently.

Quartile continues to refine feed segmentation, test creative variations, and optimize campaign structure—ensuring sustained performance as the brand scales further.