Growing past Google Search's ceiling by adding YouTube and Meta
Google was well managed and already capturing the demand that existed. Growth meant creating more of it, so Seller AURA built the next pool of buyers across three channels.
The brand
This luxury home brand sells products priced between $2K and $10K. Its Google account was well run, but it was capturing demand rather than creating it.
At this price point, buyers need to be created and nurtured, not just captured.
What was holding growth back
Demand captured, not created
Google was converting most of the available search demand at 3.1x ROAS.
No demand engine
With no YouTube or Meta, nothing was building the next pool of buyers.
No first-party data in Google
No customer data had been uploaded to sharpen targeting.
High-consideration price point
At $2K–$10K, buyers need nurturing before they purchase.
How Seller AURA approached it
Fixed Google first
Seeded Performance Max with purchaser data so Google optimised on real buyers.
Added YouTube to create demand
Launched YouTube to build awareness and the next pool of buyers.
Added Meta to develop it
Used Meta to develop and convert the demand YouTube created.
Connected first-party data
First-party data flows between all three channels so each sharpens the others.
What changed
- ROAS moved from 3.1x at entry (Google Search only) to a peak of 7.0x blended across Google, YouTube and Meta over an 18-month build.
- Creating demand across channels lifted the ceiling that Search alone had reached.
7.0x is the peak blended ROAS over the 18-month build period. The 18-month average was lower and results varied by month.
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