Apropos Google Ads - Consistent 7.6x ROAS

Executive Summary

Apropos is a modern lifestyle retailer known for curated apparel, accessories, and home goods. They partnered with Acorn Strategy to create a reliable, scalable Google Ads program optimized for consistent returns rather than seasonal volatility.

Since onboarding on April 1, 2022, Apropos’ Google Ads account has delivered a lifetime ROAS of 7.6x, demonstrating long-term stability and profitability. With no meaningful pre-engagement data available, the success of this partnership is measured by sustained performance, predictable returns, and a strong alignment between paid search traffic and purchasing behavior.

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Client Background

About the Brand

Apropos curates lifestyle products blending design, comfort, and functionality. Their customers value quality-driven selections that complement daily living.

Industry Category

• Industry: Lifestyle Retail / Apparel & Home Goods

• Product Type: Curated lifestyle merchandise

• Business Model: eCommerce (DTC)

• Region: North America

• Platform: Shopify + Google Ads

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The Challenge

Apropos needed a Google Ads structure capable of:

• Producing consistent, predictable ROAS

• Capturing high-intent buyers across multiple categories

• Reducing performance swings

• Supporting both evergreen and seasonal items

• Ensuring long-term PPC stability

Because no reliable “before” performance metrics existed, Acorn Strategy was tasked with establishing new benchmarks, building an optimized account from scratch, and creating a stable foundation for year-round profitability.

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Goals & KPIs

Primary Objectives

• Establish a profitable and consistent ROAS baseline

• Strengthen Shopping and Performance Max delivery

• Improve alignment between ad traffic and true commercial intent

• Build resilience across seasonal buying cycles

• Maintain campaign efficiency as product volume changes

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Our Solution

Long-Term Google Ads Program Built for Stability and Scale

Acorn Strategy implemented a multi-layered Google Ads framework focused on high-quality traffic, strong conversion signaling, and predictable performance.

Key strategic actions:

1. Full Campaign Architecture Setup

• Built Search campaigns based on user intent and product category

• Structured Performance Max campaigns for improved visibility

• Separated brand and non-brand queries for clean attribution

2. Product Feed Optimization

• Refined product titles for better query matching

• Improved categorization logic

• Applied custom labels for campaign control and prioritization

3. Smart Bidding Calibration

• Transitioned to Target ROAS after establishing stable conversion data

• Ensured high-quality conversion events fed into Smart Bidding

• Removed non-commercial conversion signals

4. Intent-Based Audience Strategy

• Layered in-market and affinity audiences

• Leveraged custom intent segments

• Used remarketing lists to improve bottom-funnel performance

5. Continuous PPC Optimization Framework

• Weekly bid, query, and segmentation adjustments

• Seasonal and promotional pacing updates

• Asset testing within Performance Max

• Ongoing feed refinement

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Implementation Process

1. Baseline development and conversion architecture setup

2. Search + Shopping + Performance Max buildout

3. Feed enrichment and merchant center optimization

4. Bid strategy refinement based on ROAS goals

5. Testing and iterative expansion of campaigns

6. Quarterly strategic roadmapping for scale

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Results

Lifetime Performance

• 7.6x ROAS maintained consistently over the lifetime of the account

• Strong performance stability with minimal fluctuation

• High-intent traffic flows across product categories

• Predictable, repeatable return generation month-over-month

The account demonstrates exceptional balance: consistent profitability without performance spikes or drops.

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Qualitative Results

• Strong alignment between keyword targeting and buyer intent

• Improved Shopping visibility for best-selling product lines

• Increased algorithmic confidence through clean conversion data

• Reliable performance across seasonal demand shifts

• A mature PPC ecosystem capable of supporting long-term growth

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Client Testimonial

Apropos expressed confidence in the consistency and reliability of their Google Ads results. The stable ROAS has enabled them to predict revenue, manage inventory more effectively, and reinvest into broader branding initiatives.

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Tools & Tech Stack

• Google Ads

• Google Merchant Center

• Performance Max

• Search Campaigns (Exact + Phrase)

• Enhanced Conversions

• GA4

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Why the Solution Worked

Apropos’ success comes from building a predictable PPC engine rather than relying on short-term spikes. The combination of structured segmentation, high-quality data signals, and disciplined campaign management resulted in a long-term ROAS that holds steady at 7.6x.

Key drivers included:

• Clean conversion event architecture

• Feed optimization for stronger Shopping and PMax performance

• Smart Bidding tuned for stable profitability

• Consistent ongoing optimization cycles

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Key Takeaways

• Consistency is a competitive advantage in PPC

• High-quality conversion data drives Smart Bidding success

• Product feed optimization directly influences Shopping performance

• Intent-driven segmentation reduces wasted spend

• A well-built PPC program compounds effectiveness over time

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Next Steps for the Client

• Expand category-specific Performance Max groups

• Test mid-funnel YouTube formats for brand lift

• Develop more granular remarketing flows

• Continue scaling categories with strong margin-to-return ratios

• Introduce automated seasonal rules for smoother pacing

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Work With Us

If you want a Google Ads program that delivers stable, profitable ROAS over the long term, Acorn Strategy can help. Book a call today and we’ll build a scalable PPC plan tailored to your brand.