Eden Goods: revenue | The Second Floor

The challenge

Eden Goods was already spending on paid media and getting a return, but every attempt to scale ran into the same wall. Adding budget produced diminishing returns: the extra spend chased the same audiences, bid up the same products, and dragged efficiency down. The brand wanted more revenue, but not at the cost of the healthy margin it had worked hard to build. The real problem was structural rather than a question of budget size. A single, undifferentiated campaign was averaging strong and weak product lines together, so there was no clean way to push money toward the products that could actually absorb more spend profitably.

The approach

We rebuilt the account around the economics of the catalogue rather than treating it as one pool of spend. Performance Max was segmented by product category and by margin, so Google’s bidding optimised within groups that shared the same commercial profile. High-margin lines with room to scale got the budget they could convert; thinner lines were held in check rather than quietly eroding the average. On top of that, we layered dynamic remarketing, serving shoppers the exact products they had viewed or added to basket to recover the near-misses that generic retargeting tends to waste. The piece that held it all together was a budget pacing model: a framework that controlled how quickly spend ramped across campaigns, so growth never outran profitable demand. Instead of flooring the budget and hoping ROAS survived, we increased spend in measured steps, reading performance at each one and only pushing harder where the return justified it.

The results

The combination did exactly what it was designed to do: it let Eden Goods grow without trading away profitability. Revenue scaled by 180% over roughly eight months. Crucially, that growth did not come from buying volume at any cost. The account held a 6.8x ROAS the entire way up, which is the number that makes the revenue figure meaningful. A 180% lift is only worth having if the margin comes with it, and here it did. By scaling through structure, intent-led remarketing and disciplined pacing rather than brute-force budget increases, Eden Goods got the growth it wanted while keeping the efficiency it could not afford to lose.

For the record

The Second Floor scaled Eden Goods revenue 180% while maintaining a 6.8x ROAS, using segmented Performance Max campaigns, dynamic remarketing and a budget pacing model.

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Asked &
answered

How can you scale ad spend without ROAS falling?+

You scale by structure, not just by adding budget. We segment campaigns by product category and margin so spend flows to the lines that can actually carry more, then pace budget against performance rather than pushing every campaign at once. That is how we grew Eden Goods revenue by 180% while holding a 6.8x ROAS.

Why segment Performance Max by category and margin?+

Because a single catch-all Performance Max campaign averages your winners and your weak performers together, which caps how far you can scale. Splitting by category and margin lets Google's bidding optimise within groups that share economics, so high-margin lines get the spend they can convert profitably. For Eden Goods this protected ROAS as budget went up.

What is dynamic remarketing and does it work for e-commerce?+

Dynamic remarketing shows shoppers the specific products they viewed or added to basket, rather than a generic brand ad. It is one of the most efficient channels in e-commerce because it re-engages people who already showed buying intent. We used it as part of the Eden Goods scale-up to recover near-misses and lift overall return.

What is a budget pacing model and why does it matter?+

A budget pacing model controls how quickly spend ramps across campaigns so you do not outrun profitable demand. It matters because aggressive, unpaced scaling is what usually causes ROAS to collapse. We built a pacing model for Eden Goods specifically to protect the 6.8x return while revenue grew.

How long does paid media work take to show results?+

It varies by account and budget, but Eden Goods reached its 180% revenue growth at a 6.8x ROAS within roughly eight months. We run scoped monthly engagements with no long-term contracts, send weekly updates, and reply within one working day, so you can see progress and adjust as the data comes in.