BrightSource - Google Ads ROAS from 0.7x to 4.9x

BrightSource partnered with Acorn Strategy to restructure their Google Ads account. Within five months, their ROAS increased from 0.7x to 4.9x, revenue grew 1510%, and profitability surged—despite clicks increasing only 28%. This case study outlines the exact Google Ads strategies behind the turnaround.

Executive Summary

BrightSource is a Canadian lighting and electrical solutions provider serving residential, commercial, and industrial customers across the country. They came to Acorn Strategy after experiencing significant underperformance in their Google Ads program, with a baseline ROAS of just 0.7x.

Over a five-month optimization window, Acorn Strategy completely rebuilt, restructured, and scaled their Google Ads account. The results were substantial: ROAS increased to 4.9x, revenue attributed to Google Ads increased 1510%, and overall profitability improved dramatically—while click volume increased only 28%, highlighting dramatic improvements to traffic quality and conversion efficiency.

Client Background

About the Brand

BrightSource offers premium lighting, electrical products, and energy-efficient solutions to contractors, homeowners, and commercial clients. Their catalog focuses on high-quality LED lighting, smart home integrations, and professional-grade electrical supplies.

Industry Category

  • Industry: Lighting & Electrical Products

  • Product Type: LED lighting, smart home tech, electrical supplies

  • Business Model: eCommerce (DTC + B2B hybrid)

  • Region: Canada

  • Platform: Shopify + Google Ads

The Challenge

Before partnering with Acorn Strategy, BrightSource’s Google Ads program showed:

  • Weak ROAS at 0.7x

  • Fragmented campaign structure

  • Inefficient budget allocation

  • Broad-match overspend and high irrelevant traffic

  • Lack of conversion architecture and proper audience layering

  • Missing negative keyword lists

  • Weak product feed optimization

Despite relatively strong demand for lighting and electrical products, BrightSource’s paid search investment was not driving profitable revenue. Campaigns were active, but the account lacked disciplined PPC strategy and conversion-intent focus. Performance Max, Shopping, and Search campaigns were all under-optimized.

Goals & KPIs

Primary Objectives

  • Increase ROAS from 0.7x to a profitable return

  • Increase Google Ads–driven revenue

  • Improve conversion efficiency without significantly increasing traffic volume

  • Rebuild campaign structure for scale

  • Improve shopping feed health and match types

  • Strengthen bottom-funnel intent capture

Our Solution

Google Ads Account Restructure

Acorn Strategy rebuilt the entire Google Ads program from the ground up, applying best practices for eCommerce PPC management.

Key strategic actions included:

1. Full Campaign Rearchitecture

  • Consolidated fragmented legacy campaigns

  • Introduced Performance Max with structured asset groups

  • Rebuilt Search campaigns with SKAG-inspired segmentation

  • Added brand vs non-brand separation for clarity

2. Shopping Optimization

  • Feed cleanup

  • Improved product titles, categories, and attributes

  • Added custom labels for margin and bestseller prioritization

3. Smart Bidding Stabilization

  • Transitioned to Target ROAS bidding

  • Fed the algorithm higher-quality conversion signals

  • Eliminated misleading or non-commercial conversions

4. Intent-Based Audience Layering

  • Added in-market audiences

  • Layered custom segments based on search intent

  • Excluded irrelevant and low-value audiences

5. Negative Keyword Expansion

  • Removed wasteful spend

  • Reduced irrelevant impressions

  • Significantly improved traffic quality and eligibility

6. Budget Reallocation Toward High-Intent Terms

  • Prioritized high-conversion categories

  • Allocated budget to historically proven buyers

  • Reduced overexposure to low-intent queries

Implementation Process

  1. Account audit & revenue mapping

  2. Restructure Search, Shopping & Performance Max

  3. Feed optimization for product relevance

  4. Bid strategy refinement (TROAS)

  5. Audience segmentation & exclusions

  6. Weekly performance optimization cycles

  7. Scaling once ROAS stabilized

Results

Quantitative Results

  • ROAS increased from 0.7x → 4.9x

  • Revenue increased from $2,504.50 → $37,823.13

    • 1510.21% increase in Google Ads revenue

  • Clicks increased only 28%, meaning:

    • Efficiency improved dramatically

    • The boost in revenue came from quality, not volume

  • Return on ad spend improved by 550.97%

This performance shift confirms that the account was suffering from structural inefficiencies, not market demand issues.

Qualitative Results

  • Higher commercial intent across all campaigns

  • More profitable traffic mix

  • Shopping ads matched to more relevant queries

  • Improved algorithmic learning after cleaning up signals

  • Better customer acquisition cost stability

  • More predictable and scalable campaign performance

Tools & Tech Stack

  • Google Ads

  • Google Merchant Center

  • Performance Max

  • Search Campaigns (Exact, Phrase, Broad controlled via negatives)

  • GA4

  • Enhanced Conversions

Why the Solution Worked

The turnaround succeeded because Acorn Strategy focused on intent, structure, and algorithmic clarity. By improving feed quality, refining campaign segmentation, eliminating wasted spend, and forcing Google’s bidding systems to optimize toward real revenue—not noise—the account reached profitability rapidly.

This case proves that Google Ads does not require massive traffic to scale revenue. It requires:

  • Clean data

  • Proper segmentation

  • Tight match-type control

  • Correct bidding strategy

  • Audience intelligence

  • Strong product feed alignment

BrightSource gained all of these—leading to a 1510% revenue increase.

Key Takeaways

  • High-quality traffic drives higher revenue—clicks alone don’t

  • ROAS can multiply through structure and feed optimization

  • Performance Max becomes powerful only when properly segmented

  • Relevance, intent, and data cleanliness are the foundation of PPC profitability

  • Even severely underperforming accounts can recover quickly with expert management

Next Steps for the Client

  • Scale Performance Max budgets based on stabilized ROAS

  • Expand top-performing non-brand categories

  • Build seasonal Smart Bidding strategies

  • Extend insights into remarketing and email flows

  • Introduce YouTube for mid-funnel awareness

Work With Us

If your Google Ads account is underperforming—or if you need a complete PPC rebuild—Acorn Strategy can help you scale profitably. Book a call and we’ll build your growth plan.

What Our
Customers Say

  • "Working with the Acorn Strategy team has been nothing short of an amazing experience. They were patient, knowledgeable, and responsive. Great value and excellent results."

    Petro G.

    Owner, Onoma Kitchenware

  • "Acorn Strategy has been an exceptional partner throughout our collaboration, consistently exceeding our expectations. Their team embodies professionalism, punctuality, and ongoing support."

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    Forty West Designs

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    Foxwedge Furniture

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