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Middle-aged man relaxing in an armchair wearing a neurofeedback meditation headband and earbuds while using a tablet

Simplifying a 2-SKU Neurofeedback Brand to +30% ROI and +47% New Traffic

RESULTS THAT SPEAK FOR THEMSELVES

Key Stats & Results

+30%

Overall ROI improvement.

+47%

Top-of-funnel traffic increase.

+20%

Revenue scale without blowing out nCAC.

FROM CHALLENGES TO SUCCESS

Two Products, Ten Campaigns, Zero Clarity

This brand pioneered the smart meditation headband category and had secured placement in every major electronics retailer across North America, Europe, and Australia. But their Google Ads account was fighting itself. Despite having just 2 SKUs, the account was bloated with duplicate campaigns and over-complicated structures. Aggressive ROAS targets were choking reach, and the door was wide open for cheap knockoffs to steal market share on Shopping.

Challenges

Over-Engineering a Simple Product

The account was suffering from “complexity bias.” Multiple campaigns with the exact same targeting and content were causing internal competition and inefficient spend.

  • Duplicate chaos: The account was riddled with duplicate campaigns targeting the same audiences with the same creative. This split the data, inflated nCAC, and prevented any single campaign from exiting the learning phase.
  • The ROAS stranglehold: Aggressively high ROAS targets forced Google to bid too conservatively, restricting volume and preventing the brand from scaling.
  • Bottom-of-funnel tunnel vision: The budget was heavily skewed toward harvesting existing demand, with almost no effort put into generating new interest at the top of the funnel.

Solution

Simplify, Dominate, and Defend

With only two core products, we didn’t need a labyrinth of campaigns. We initiated a radical simplification to consolidate the data and free up the algorithm to bid aggressively against competitors.

1

Consolidation

We immediately paused the duplicate campaigns and concentrated the budget into the top-performing historical campaigns, giving the algorithm a single source of truth.

2

Aggressive Bidding on Shopping

We deliberately lowered the ROAS targets on key Shopping campaigns. This allowed us to bid more aggressively, dominating impression share to drown out cheap knockoffs and competitors.

3

Flipping to Top-of-Funnel

We shifted the focus from retargeting to prospecting. By feeding the top of the funnel, we ensured the brand wasn’t just recycling old leads but actively expanding its total addressable market.

Results

More Traffic, Higher ROI

The impact of simplifying the account was immediate. By removing internal competition and loosening the ROAS restrictions, we allowed the account to breathe and grow.

  • +47% top-of-funnel traffic from shifting focus toward growth
  • +30% ROI improvement by consolidating data and letting the algorithm work smarter
  • +20% revenue scale breaking through the ceiling without blowing out acquisition costs

+30% ROI with +47% new traffic from a simplified account

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