How we rebuilt a remarketing-only Google Ads account for a premium charcoal grill brand into a full-funnel Search, Shopping and PMax program - taking monthly conv. value from $41,500 to $158,500 going into peak season, at 9.1x ROAS.
Oney.Studio · Performance MarketingA heritage American brand making cast-aluminum charcoal grills and accessories - a high-ticket, considered purchase with a devoted following among serious grillers. Strong brand search demand, a loyal community, and a clear sales season that peaks from spring through early summer.
Google Ads ran on three campaigns: a remarketing search campaign, a single catch-all Shopping campaign and a generic search campaign that barely converted. Efficient on paper, but it only captured people who already knew the brand - through the winter the account spent around $4K a month, and there was no structure ready to catch new buyers when the season arrived.
A premium grill is researched for weeks before it's bought. Every step aimed at meeting the buyer at each stage of that research - and being ready before the season, not during it.
Rebuilt the account around funnel stage instead of campaign type: cold charcoal-grilling searches at the top, high-intent non-brand terms like "cast aluminum grill" in the middle, and brand, Shopping and remarketing at the bottom - each with its own budget and ROAS target.
3 → 10+ campaignsSplit branded search into its own campaign pointing at dedicated landing pages built around the best-converting grills, instead of the homepage. Brand searchers landed one click from the product they were most likely to buy.
#1 campaign in MayBroke the catch-all Shopping campaign apart: grills and bundles separated from accessories, a hero-products campaign for bestsellers, and feed-only PMax for grills - so high-ticket products stopped competing with $20 accessories for the same budget.
Budget follows marginRelaunched search remarketing, paused over the winter, for past visitors researching again, with copy focused on what closes a high-ticket decision - durability, warranty, and why cast aluminum outlasts steel - rather than discounts.
#1 campaign in JunePremium grill buyers compare specs, read reviews and wait for the right moment. Each ad was matched to a funnel stage - teaching at the top, differentiating in the middle, and removing the last objection at the bottom.
The new structure was live by March, a full season-cycle ahead of peak demand. By June the account was spending 4x more and returning over $9 for every $1.
Conv. value snapshot: Feb 2026 ($41.5K / 136 conv., $4.0K spend) - Mar 2026 ($86.1K / 280 conv., $11.2K spend) - May 2026 ($137.8K / 397 conv., $17.1K spend, 8.1x ROAS) - Jun 2026 ($158.5K / 392 conv., $17.5K spend, 9.1x ROAS). Blended ROAS Mar-Jun: 7.8x. Grilling is a seasonal category; Jul-Sep followed the usual post-summer slowdown at 3.8x-5.7x ROAS.
Monthly spend grew from $4K to $17.5K while ROAS stayed in the 6x-9x range - new campaigns added demand instead of cannibalising what the brand already had.
Routing brand searchers to top-converter landing pages turned branded search into one of the two biggest revenue drivers in the account, alongside remarketing.
Funnel-stage campaigns, product-line Shopping and seasonal PMax mean every future peak starts from a proven setup - not a scramble to rebuild in April.
Search, Shopping and Performance Max campaigns built for efficiency and scale: funnel-stage structure, product-line feeds, and landing pages matched to intent.
Facebook and Instagram advertising built for scale: creator-led testing structures, broad targeting, and full-funnel creative systems.
Precise targeting by job title, industry, and company size. Built for brands where professional context drives purchase decisions.
Performance-focused TikTok campaigns: creative strategy, audience testing, and conversion tracking built for fast-moving feeds.
Sponsored Products, Brands, and DSP campaigns structured to maximise visibility and sales velocity on Amazon's marketplace.
Traditional SEO paired with Answer Engine Optimisation and Generative Engine Optimisation: so your brand ranks everywhere users and AI models look.
End-to-end audit of your conversion funnel: landing pages, checkout flow, and offer structure reviewed and improved to turn more clicks into revenue.
No commitment required. We'll take a look at your current setup and tell you honestly what we see, and what we'd do differently.
No charge. No fluff. A straightforward conversation about your growth.