How JAWS Improved ROAS 250% with a Google Ads Overhaul

JAWS (Just Add Water System) is a purpose-driven leader in sustainable household cleaning, known for rethinking how cleaning products are made, shipped, and used. By delivering ultra-concentrated cleaning solutions that consumers activate at home, the brand eliminates unnecessary plastic waste while maintaining high product performance.

With a loyal customer base and a clear mission, JAWS built a strong foundation across digital channels, including Amazon and direct-to-consumer. As the business scaled, the team remained focused on pairing environmental impact with operational discipline—seeking partners who could match that level of rigor in performance marketing.

The Challenge

JAWS entered 2025 with a strong brand, proven product-market fit, and established demand across channels. However, its Google Ads program was not reflecting that strength. Performance remained inconsistent, with low Return on Ad Spend (ROAS) and elevated cost-per-click (CPC) limiting the efficiency of paid acquisition.

The issue was not a lack of effort, but a structural misalignment. Campaigns were heavily weighted toward branded demand, capturing customers already inclined to purchase rather than driving incremental growth. At the same time, overlapping campaign structures created internal competition, fragmenting data signals and making it difficult for automated bidding systems to optimize effectively.

This created a gap between the brand’s potential and its paid media performance. Without a clear, scalable structure aligned to profitability, JAWS risked continuing to invest in growth that did not translate into efficient, long-term returns.

Why Quartile

JAWS needed a partner that could match its disciplined, systems-driven approach to growth. Incremental optimizations would not be enough—the account required structural clarity and a framework that could scale efficiently.

Having already worked with Quartile successfully on Amazon Ads, Quartile brought a combination of automation and control that allowed the team to reset the foundation without sacrificing performance continuity. By aligning campaign structure, bidding logic, cross-channel data, and audience segmentation, Quartile enabled the account to operate with cleaner signals and more intentional decision-making.

This precision was critical. It ensured that growth would come not from increased spend, but from better allocation—turning existing demand into a more efficient and scalable engine.

The Solution

Quartile approached the rebuild with a focus on clarity, control, and signal quality. Legacy campaigns were paused, with only branded Search maintained to protect existing demand. This allowed the team to eliminate inefficiencies and establish a clean baseline for restructuring.

The new architecture centered on Google Performance Max campaigns, organized around top-performing product bundles. This approach strengthened conversion signals and gave Smart Bidding clearer inputs to optimize against. At the same time, target ROAS thresholds were increased, reinforcing profitability as a core constraint rather than a secondary outcome.

To unlock incremental growth, Quartile introduced Demand Gen campaigns to expand reach beyond branded queries. This shifted the account from demand capture to demand creation, bringing in new users while maintaining efficiency standards.

As performance stabilized, remarketing strategies were layered in with more refined audience segmentation. Each campaign type was given a distinct role, reducing overlap and improving auction selection. This structure allowed the system to learn faster, allocate budget more effectively, and scale without reintroducing inefficiencies.

Results & Impact

The restructuring delivered immediate and sustained improvements in performance:

• ROAS improved by 250%, stabilizing at consistently profitable levels  

• CPC decreased by 37%, reflecting stronger auction selection and bidding discipline  

• The account achieved comparable revenue with far less spend, demonstrating a major gain in capital efficiency  

• Performance stabilized at a higher baseline, enabling predictable and scalable growth  

These results reinforced a key principle: when structure aligns with strategy, performance follows. By giving automation the right inputs, JAWS transformed its Google Ads program into a reliable growth engine.

Ongoing Value & Future State

What began as a performance recovery has evolved into a broader growth partnership. With a strong foundation in place, JAWS continues to expand its use of Quartile across additional solutions, applying the same principles of structure, clarity, and efficiency across channels.

The account is now positioned to scale with confidence—balancing acquisition and profitability while continuing to reach new audiences aligned with its mission.