Lifted Google ROAS 61% across an 8-month scaling push, by rebuilding the account around Quality Score.

"Bridgette and her team told me things I didn't want to hear, like the truth. I wanted instant improvement. They wouldn't promise things they couldn't do.

What I got was a level of rigor in our Google account you rarely see. They diagnosed the root causes of our results before touching anything, then moved methodically, without ever putting the broader account at risk.

They managed our account like they owned our overall P&L, not for vanity metrics. Most importantly, they took our ROAS meaningfully higher and made it stick."

What was broken

ISSA (International Sports Sciences Association) had a Google account that was over-built. SKAGs (single-keyword ad groups) running on exact match across 23 competing campaigns, manual CPC bidding, keywords sitting at Quality Scores of 2 or under quietly burning budget, and ad copy that did not consistently mirror what users were typing into search. Account-wide Average Quality Score was 4.5, below average. Every click was costing more than it should and ad rank was being suppressed in the auction.

The account was also entering a heavy spend ramp. Monthly Google spend was climbing into a September peak, and ROAS had started to slide. The structure could not carry the additional volume.

The week the engagement began, the client mandated doubling Google ad spend. We pushed back. The directive stood. That decision is what the September ROAS trough represents on the chart above: spend ramped before the account structure could absorb it. The rebuild work began the same week, and the recovery curve from October through March is the structural work compounding while spend held at the new elevated level.

What we did

The structure was wrong. SKAGs on exact match across 23 campaigns starves the algorithm of the breadth it needs to find buyers, and splits conversion signal across too many containers for it to learn from. So the first rebuild was structural: consolidated 23 campaigns down to 8 active ones, killing the dead-weight tail so budget could concentrate on the campaigns actually performing, dismantled the SKAGs, and shifted keyword targeting from exact match to broad match. Bidding moved from manual CPC to Maximize Conversions, which hands auction logic to Google's algorithm and feeds it the conversion data it needs to optimize against. Modern Google accounts scale on signal, not on micromanagement.

Quality Score hygiene next. Every keyword with a Quality Score of 2 or under got removed, and the budget those wasted clicks were consuming got redirected to the winners. That alone moves the account-wide average up, and it stops paying Google premium CPCs on terms that were never going to convert efficiently.

Ad copy moved onto a monthly refresh cadence, with messaging that converted getting promoted and underperformers getting cut. The headline framework used a 50/50 rule: half mirror the top-converting search terms, half sell against the competitive set. That pulled expected CTR up and pulled ad relevance up with it.

What happened

Quality Score climbed from 4.5 in late July to 7.55 by the end of March, crossing into above-average territory by December and holding there. The step up in early September is when the campaign consolidation and broad-match shift hit. The continued climb through the fall is the QS-2-and-under purge and monthly ad copy refresh cycles compounding.

ROAS followed the same arc — a 61% lift trough to exit, even with monthly spend running 29% higher than the pre-engagement baseline. Eight months of stewardship across the scaling push.