The Challenge: Wasted Spend, Misattributed Conversions, and High CPA
An industry-leading B2B service provider was struggling to scale their Google Ads performance profitably. Their account was hindered by bloated "catch-all" Performance Max campaigns, an unorganized search structure mixing high-intent brand traffic with broad discovery keywords, and severe conversion leakage due to third-party cookie loss. Consequently, their Cost Per Acquisition (CPA) was holding at an unsustainable $420+, and their Return on Ad Spend (ROAS) sat below their profitability threshold at 1.8x.
The Maison Archives Strategy: Signal Precision & Funnel Segmentation
We re-engineered their Google Ads architecture from the ground up, combining advanced data infrastructure with strict campaign hygiene:
Enhanced Conversions & sGTM Setup: We implemented Server-Side Google Tag Manager (sGTM) and Google Enhanced Conversions, restoring first-party data signals and fixing offline conversion tracking to feed accurate margin data back to Google’s Smart Bidding algorithm.
Search Campaign Restructure: We completely separated Brand, Non-Brand High-Intent, and Competitor search terms. By establishing rigorous negative keyword lists and Exact/Phrase match clusters, we eliminated budget waste on low-converting informational queries.
Performance Max Audience Reconstruction: We dismantled the single catch-all PMax campaign, rebuilding dedicated Asset Groups segmented by product line. We layered custom intent signals (using high-converting search terms and competitor URLs) to guide the algorithm toward high-ticket decision-makers.
Value-Based Bidding (tROAS) Alignment: Once offline signal fidelity reached 99%, we transitioned campaigns from Maximize Conversions to Target ROAS (tROAS), optimizing specifically for qualified, high-margin sales pipelines rather than raw lead volume.
The Results: Scaled Conversion Volume at Triple-Digit ROAS
Within 90 days of deploying the new Google Ads structure, the account achieved unprecedented efficiency and scale:
Drastic CPA Reduction: Lowered the average Cost Per Acquisition by 64%, dropping from $420+ down to $150.
Massive ROAS Surge: Scaled overall campaign ROAS from a unprofitable 1.8x to 5.4x (540% ROAS).
Volume Expansion: Increased qualified pipeline sales conversions by 310% without expanding the baseline monthly ad budget.