Aaron Young explains why agencies over-segment Google Ads campaigns, leaving them with too few conversions to use advanced bidding strategies. He recommends at least 50 conversions every few days per campaign and keeping accounts spending $30,000 monthly to three or four campaigns total. Target ROAS only works once you have enough conversion data to feed the algorithm.
And I want to now take you through the core stat that a lot of agencies or freelancers or even brand owners who run this highly segmented campaign forget. And it comes down to the number of conversions that you're putting back inside of your Google Ads campaign. Ideally, you want as many conversions as possible coming through an individual campaign. And if you're really serious about scaling as an ecommerce brand, you should be looking at getting at least 50 conversions through every couple of days into your account. And what was happening previously with that previous segmented campaign setup, they were using Target ROAS on some shopping campaigns that were only getting 26 conversions in a 30-day period. It's just not enough at all to even use Maximize Conversion Value, let alone Target ROAS. Whereas what you can see right here in the campaign structure that we've got over the past 7 days— and I'll actually show you this, and this is looking at the past 7 days or the past week— and what you can see through here is look at these conversions in here. Once again, this is the brand one, don't worry about this one— is we've got 150, 126, and 76. Now the reason for why this is so important is because we're still not using any target ROAS goals because we want to drive up those number of conversions as high as possible and continue to scale that spend. And you use target ROAS as a guardrail for when you want to scale further. So what I mean by that is that this previous agency was trying to use target ROAS to say, oh Google, can you please, please get me at least 170 even though the breakeven was 200? Whereas we've turned that off. We're pushing the data through so that we can get as many conversions as possible so that we can then get the best results. So what I want you to really think about is that it is not wrong to break out different campaigns, but more campaigns does not mean better results. This brand was only spending $30,000 a month. Unless you're spending hundreds of thousands of dollars a month, you should not have any more than 3 or 4 campaigns running inside of your Google Ads account. And don't be afraid if you're only running 1 or 2 campaigns. It's not about the number of campaigns. It's about the conversion data that you're running inside of those individual campaigns, which allows you to grow.
