Thrive Services Used
Project Overview
A premium leather accessories brand came to Thrive Internet Marketing Agency to improve efficiency across its Google Ads program. The company sold hand-painted handbags and small leather goods to U.S. shoppers, but the account had broad spend allocation and uneven returns across campaign types.
Thrive rebuilt the account with a stronger focus on profitability and tighter performance control. The strategy included value-based bidding, budget reallocation across stronger campaign segments, expanded full-funnel coverage through Demand Gen and video and a more deliberate approach to seasonal promotions. The goal was to reduce wasted spend and support new customer growth through a more efficient paid media structure.
The Results
+90%
Return on Ad Spend (ROAS)
-47%
Cost Per Acquisition
-47%
Ad Spend
+184%
Revenue
Thrive improved account efficiency at a meaningful scale. Revenue held steady and even increased slightly, despite ad spend being cut by nearly half, resulting in a more profitable paid media program without sacrificing sales volume.
Detailed results included:
- Return on Ad Spend: +90%
- Cost Per Acquisition: -47%
- Ad Spend: -47%
- Total Tracked Revenue: Grew to $424,499
- Purchases: 2,427
- interaction rate: +169%
- Clicks: 64,573
- Impressions: 3,691,744
- New Customers: 1,334
The Execution
Thrive rebuilt the Google Ads account with a stronger focus on efficiency and revenue quality. The work centered on correcting inefficient bidding, reducing wasted spend, expanding funnel coverage and creating a more structured promotional system. This involved:
Value-Based Bidding Strategy
The team moved core campaigns to value-based bidding, replacing legacy Maximize Clicks settings with Target ROAS and Maximize Conversion Value.
Budget Reallocation
Thrive applied tighter budget control across the account. Spend was reduced in weaker campaign areas and shifted to segments that produced stronger returns.
Full-Funnel Expansion
Channel coverage was expanded to support more of the customer journey. Thrive kept Performance Max and Branded Search at the center of the account, then added Demand Gen campaigns for purchaser lookalike prospecting and remarketing. YouTube and video campaigns were also introduced to strengthen reach and support earlier-stage audience engagement.
Seasonal Promotion Planning
Promotional execution became more structured over time. Thrive built seasonal campaign motions around specific offers and used automated rules to control launch and stop dates.
Creative Refresh Management
Creative optimization remained an ongoing part of the strategy. Because the brand carried a large catalog of hand-painted leather products, campaigns required frequent asset refreshes to maintain performance across product lines.
Performance Max Campaign
Performance Max played a central role in the account’s improved efficiency. Thrive used the campaign type to capture high-intent traffic while refining bidding targets to align with revenue outcomes. Asset groups were kept active and updated to reflect promotions, product focus and changing performance patterns across the catalog.
One of the strongest outcomes came from a Performance Max campaign targeting add-to-cart and reached-checkout audiences. This increased tracked revenue from $72,613 to $206,141, a 184% increase. ROAS also rose from 6.41x to 12.50x, marking a 95% increase.
Biggest Wins
One of the earliest gains came from moving legacy campaigns from traffic-based to revenue-focused bidding. The change improved efficiency quickly and gave Thrive greater control over where spend went.
Branded Search also delivered a strong return after budget and bidding adjustments. Revenue from that segment increased by 303%, while cost per acquisition dropped by 52%, creating a more productive capture layer for high-intent demand.
The biggest win came at the account level. Thrive nearly doubled ROAS, cut CPA and maintained tracked revenue while reducing ad spend by 47%. The account brought in 1,334 new customers, showing that stronger efficiency supported continued acquisition.
