How a Coffee Brand Increased ROAS by 35% On Google

This coffee products brand operates within a broader wholesale food distribution business, serving primarily B2B customers with bulk cappuccino mixes and coffee equipment. On Google, the brand focuses on driving ecommerce sales for its flavored cappuccino powders, leveraging competitive pricing and strong appeal among office and foodservice buyers.  

The Challenge

The account was stuck in a low-efficiency state, limiting its ability to scale.

For several months, Return on Ad Spend (ROAS) remained flat at a low level. Campaigns relied heavily on broad match targeting, and branded and non-branded traffic were blended together. This lack of segmentation reduced visibility into performance drivers and made optimization difficult.

As a result, spend was not aligned with intent. High-value searches were diluted by lower-quality traffic, and Google’s automation lacked the clarity needed to optimize effectively.

The challenge was not demand—it was control. Without structural clarity, the account could not scale profitably.

Why Quartile

Quartile identified that the root issue was structural, not tactical.

Instead of making incremental bid or budget adjustments, Quartile focused on rebuilding the account architecture. By separating intent layers and improving signal quality, Quartile enabled Google’s machine learning to make more accurate optimization decisions.

This approach transformed the account from reactive management to controlled, performance-driven scaling.

The Solution

Quartile executed a structured transformation focused on segmentation and signal clarity.

Search campaigns were rebuilt to prioritize high-intent traffic. Inefficient phrase match keywords were removed, and new high-performing keywords were introduced. Most importantly, brand search sculpting was implemented—separating branded and non-branded traffic into distinct campaigns. This improved visibility and allowed budgets to be allocated more effectively.

Performance Max campaigns were also restructured. Asset groups were refined, and audience signals were strengthened to better align with user intent. Creative and structural adjustments ensured that Google’s automation received cleaner, more actionable inputs.

The strategy followed a clear progression: stabilize performance, diagnose inefficiencies, and then optimize for profitability. This phased approach allowed the account to scale without sacrificing efficiency.

Results & Impact

The restructuring delivered measurable improvements in both scale and efficiency:

• Conversion value increased by 75% compared to the previous period  

• ROAS improved by 35% month-over-month, reflecting stronger efficiency after optimization  

• Performance transitioned from flat, low-efficiency results to consistent, profitability-driven growth  

During the process, a brief decline in efficiency occurred as campaigns scaled. However, once structural optimizations were implemented, performance rebounded strongly—demonstrating the importance of clean campaign architecture.

These results highlight how improving signal quality and segmentation can unlock performance without increasing inefficiency.  

Ongoing Value & Future State

With a clean and scalable structure in place, the brand is now positioned to grow efficiently across both ecommerce and wholesale segments.

Quartile continues to refine keyword strategy, expand high-performing segments, and optimize campaign structure—ensuring sustained profitability as the account scales.