BeforeYouSpeak Coffee

01 - Challenge

The challenge

Australia's leading functional coffee brand had solid in-house Google Ads expertise but data quality was blocking growth. ROAS was inflated by double-counted conversions and a misconfigured New Customer Acquisition setting. Performance Max blurred branded and non-branded performance, Performance Coffee and Collagen Coffee were lumped together, and budget was leaking into low-quality mobile app placements.

02 - Approach

How we ran the program

1. 01

   Fixed tracking and conversion accuracy

   Cleaned up Google Ads conversion setup - removed duplicates, corrected tags, refined New Customer Acquisition settings and added a subscription-based conversion to surface true high-LTV revenue.

2. 02

   Built granular campaign structure

   Split branded vs non-branded and separated Performance Coffee from Collagen Coffee so each product line had clean data and its own bidding signals.

3. 03

   Isolated top SKUs and killed waste

   Broke top-selling products into stand-alone campaigns with tailored creative, and excluded low-performing app placements to reserve budget for high-intent traffic.

03 - Outcome

The outcome

ROAS up 65% while daily Google Ads spend grew 144% - profitable scale with 100% conversion accuracy and a 64% lift in trackable LTV revenue.