E-commerce case study · 7-figure DTC pet care brand

Separating brand demand from new-customer acquisition

A strong headline number can hide what is earning it. In this Google Ads account, brand searches carried the average, so Seller AURA separated brand from new-customer acquisition to show the real picture.

7.16xBlended ROAS, Jan–May 2026

24.92xBrand search ROAS

7.29x–7.60xNon-brand search ROAS

5.02x–5.08xPerformance Max + Shopping ROAS

Overview

The brand

This 7-figure DTC pet care brand's Google Ads account looked strong on a blended basis. Without separating brand from non-brand, though, the real acquisition ROAS was hidden and new-customer campaigns were judged against a brand-inflated average.

No reliable prior baseline existed, so the structure itself had to tell the story.

Google AdsCampaign ArchitectureBrand / Non-Brand Split

The challenge

What was holding growth back

Brand searches flatter the average

High-intent brand searches convert cheaply and lift the blended number.

Acquisition looks weaker than it is

New-customer campaigns were judged against a brand-inflated average.

No honest split

Without separating brand and non-brand, real acquisition ROAS was hidden.

What we did

How Seller AURA approached it

Isolated brand search

Brand searches moved into their own campaign, so their ROAS is measured on its own.

Measured non-brand honestly

Non-brand search judged on its own merits.

Read PMax and Shopping separately

Performance Max and Shopping measured as genuine acquisition.

Reported by campaign role

Each layer reported by its role, so budget decisions reflect real acquisition economics.

The results

What changed

From 1 January to 31 May 2026, Google Ads returned 7.16x blended ROAS and $229K in platform-attributed revenue on $30.9K managed spend across 8 campaigns.
The 7.16x average is carried by brand search at 24.92x.
Genuine new-customer acquisition is strong on its own: non-brand search at 7.29x–7.60x, and Performance Max plus Shopping at 5.02x–5.08x.

The proof