Built Scales ROAS to 12.75x and Drives a 172% Increase in Sales with Google Ads Overhaul
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Results
+1114%
ROAS
+21%
Revenue
+172%
Conversions
-56%
CPCs
Overview
Built is a high-protein snack brand best known for its flagship product, the Built Bar—a protein bar that combines candy-bar taste with clean, functional nutrition. With a growing product line that includes puffs, granola bars, and seasonal flavors, Built has built a passionate following among health-conscious consumers who want indulgent flavors without the guilt.
Despite its strong brand and loyal customer base, Built’s digital advertising efforts—particularly on Google—were underperforming. Prior to our engagement, campaigns were poorly structured, cost-per-click was high, and customer acquisition lacked targeting efficiency. Our team stepped in to overhaul their strategy and unlock the scalable growth they were missing.
Challenge
Built’s Google Ads account was delivering a poor in-platform ROAS of just 0.07x. Even generous assumptions placed their real ROAS around 1.05x. They lacked accurate conversion tracking, had no clear segmentation between new and existing customers, and were spending inefficiently—without seeing results.
Solution
We scrapped their entire setup and rebuilt with precision targeting, clear measurement, and scalable creative. Our strategy focused on maximizing efficiency while unlocking new customer growth and increasing total revenue.
- Rebuilt conversion tracking for accurate performance attribution
- Launched new campaigns segmented by customer type (new vs. existing)
- Deployed brand exclusion and customer exclusion lists for precision targeting
- Beat out resellers on brand terms while minimizing brand CPCs
- Refined PMax asset groups using top-performing UGC
- Optimized based on historical search term data
Results
Built’s turnaround was dramatic. With just 31% more spend, revenue increased by 62%, traffic nearly tripled, and conversions grew 172%.
Recommendations
If your current ROAS is flatlining, it’s time to audit the fundamentals—conversion tracking, customer segmentation, and creative structure. A rebuild doesn’t just fix what’s broken—it creates new room to grow.
