The Client
CloudSole is a direct-to-consumer comfort brand selling arch-support insoles for everyday wear, plantar fasciitis relief, work boots and athletic shoes, shipping nationwide from a Shopify store. In 2026 the brand added a second line, height-boosting insoles and Stealth Lift heel boosters, aimed at a different buyer entirely.
CloudSole hired Live PPC Ads on April 1, 2026. The Google Ads account had been running since 2024 and was spending about $35,000 a month.
Same budget. 27% more ad revenue. ROAS from 2.33x to 2.88x.
The Starting Point
In the five months before we took over, November 2025 to March 2026, the account spent $165,472 and returned $384,961, a 2.33x ROAS, on 7,635 purchases at an average order of $50. It was a working account with a ceiling:
- Bidding on purchase count, not purchase value. Every $30 pair of insoles counted the same as a $70 bundle, so the algorithm chased cheap orders.
- One catch-all Performance Max campaign carrying most of the budget, with no separation between the original insoles and everything else.
- No brand campaign. Shoppers searching "CloudSole" were served by Shopping ads competing with resellers and marketplaces.
- A new product line with no home. The height insoles were in the feed but had no campaign, no audience and no creative of their own.
What We Built
1. Performance Max by Product Line
The single PMax campaign became three: Insoles PMax for the core product, a top-of-funnel PMax for new-customer discovery, and a dedicated Height Insoles PMax for the new line. Each carries its own budget, audience signals and full asset stack. In five months: Insoles PMax $120,949 on $43,734 (2.77x), top-of-funnel PMax $88,337 on $44,729, and the new Height Insoles campaign $44,786 on $11,350, 3.95x.
2. Value-Based Bidding
Every campaign was moved to conversion-value bidding on a Purchase-only goal, so the account optimizes for revenue rather than order count. Average order value went from $50 to $68, a 35% increase, on the same traffic.
3. Brand Search and Standard Shopping
A Brand campaign took CloudSole's own name back from resellers, $75,064 on $15,458, 4.86x, and ran a manual-CPC experiment alongside it. A standard Shopping campaign added a second top-of-funnel engine at 2.99x, and a non-brand Search campaign on commercial insole terms returned 3.49x.
4. YouTube Demand Gen
Two Demand Gen campaigns went live on YouTube Shorts: a sales remarketing campaign for cart abandoners and past visitors, and a subscriber campaign that added 17,108 channel subscribers in five months, the audience the next product launches will be built on.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining, negative keywords that keep the insole campaigns off compression-sock and orthotic-clinic queries, feed and Merchant Center monitoring, and budget moved between product lines as the data comes in.
The Results
Google Ads revenue per month for the five months before we started and the five months after. Gold is us.
| Period | Ad Spend | Purchases | Ad Revenue | ROAS | Avg. Order |
|---|---|---|---|---|---|
| Five months before (Nov 2025 to Mar 2026) | $165,472 | 7,635 | $384,961 | 2.33x | $50 |
| First five months with Live PPC Ads (Apr to Aug 2026) | $169,835 | 7,163 | $488,729 | 2.88x | $68 |
Spend up 3%. Ad revenue up 27%. ROAS up 24%. The account did it with fewer, larger orders, which is what value bidding is supposed to do.
Campaigns Since April 2026
| Campaign | Ad Spend | Ad Revenue | ROAS |
|---|---|---|---|
| Insoles Performance Max | $43,734 | $120,949 | 2.77x |
| Top-of-Funnel Shopping | $31,339 | $93,725 | 2.99x |
| Top-of-Funnel Performance Max | $44,729 | $88,337 | 1.97x |
| Brand Search | $15,458 | $75,064 | 4.86x |
| Height Insoles Performance Max | $11,350 | $44,786 | 3.95x |
| CloudSole Search | $12,368 | $43,170 | 3.49x |
Key Takeaways
-
Value bidding changes what the account buys. Purchase-count bidding had trained the account to chase $50 orders. Purchase-value bidding raised the average order 35% without raising spend.
-
New product lines need their own campaign from day one. The height insoles launched in their own Performance Max campaign and returned 3.95x, the best non-brand campaign in the account.
-
Brand Search is the cheapest revenue in eCommerce. $75,064 on $15,458. Leaving your own name to Shopping ads and resellers is leaving that on the table.
About This Campaign
This account is managed daily through Ad Campaign Concierge™, our proprietary optimization system for eCommerce advertising.
Industry: E-commerce: Footwear & Comfort Products Platforms: Google Ads (Performance Max, Shopping, Search, Demand Gen) Location: USA (nationwide) Account Duration: April 2026 to present (ongoing)