I was recently auditing a prospective client’s Google Ads account, and I came across something that made me scratch my head.
They had completely turned off their non-brand search campaigns.
Their reasoning?
“Well, we tried it in the past, it didn’t work, so we turned it off.”
So I dug into their results, and here’s what I found.
The Non-Brand Search "Failure"
Take a look at the attached screenshot.
This is their data for Search (excluding Brand).
22 conversions.
0.69 ROAS (Return on Ad Spend).
Not great numbers, right?
But here’s the kicker: These results are actually GOOD.
Yes, you read that right. A 0.69 ROAS and 22 conversions don’t scream “success,” but in the world of non-brand search advertising, this is exactly what you’d expect in the early stages and these results actually tell me the campaign will work once the right steps are taken.
Here’s why.
How Non-Brand Search Works (And Why They Were Wrong to Give Up)
Non-brand search campaigns have a very particular performance trajectory.
The First 50 Conversions: These are almost always ROI-negative. Sub-1x ROAS is normal at this stage.
The Next 50 Conversions: ROAS starts improving, climbing into the 1-2x range.
The Next 50 After That: ROAS goes up again, often reaching 2-3x.
And So On:
With proper campaign management, ROAS continues to improve as more data is gathered, optimisations are made, and the campaign matures.
Here’s what’s key:
The first 50 conversions are not the end of the road—they’re just the beginning.
But the client didn’t understand this. They saw sub-1x ROAS early on, panicked, and turned off the campaign before it had a chance to succeed.
The Real Cost of This Mistake
Let’s talk numbers.
Based on my analysis, I believe their non-brand search campaign could generate around $30K in monthly revenue once fully optimised. That’s $360K per year.
By prematurely shutting down non-brand search, they effectively left $360K on the table. Over three years, that’s over $1M in lost revenue.
All because they didn’t understand what to expect from non-brand search.
What You Can Learn From This
If you’re running or considering non-brand search campaigns for your ecommerce store, here’s what you need to know:
Set Realistic Expectations: Sub-1x ROAS is normal for the first 50 conversions. Don’t give up too early.
Optimise in Batches: Think of your campaign performance in groups of 50 conversions. The first 50 will be the worst, but each subsequent batch will improve if managed properly.
Take a Long-Term View: Non-brand search campaigns are an investment. It takes time to gather data, learn what works, and improve performance.
Test and Scale: Once your ROAS stabilises and meets your profitability goals, that’s when you scale the budget and start reaping the rewards.
How This Could Look in Your Account
If you’re currently avoiding non-brand search or unsure about its potential, let me leave you with this thought:
Your initial results might look a lot like this client’s — underwhelming at first glance. But with patience, proper management, and a clear strategy, those early losses can turn into long-term gains.
What’s better:
Cutting your losses too early and leaving money on the table, or sticking with it and unlocking six figures of additional revenue?
I know which one I’d choose.
This client’s story is a perfect example of how a lack of understanding can lead to costly mistakes in ecommerce advertising. Non-brand search campaigns are often written off too soon because their early results can be disappointing. But with realistic expectations, a long-term approach, and proper campaign management, they can become one of your most profitable advertising channels.
If you’re running non-brand search, stick with it. If you’re not running it, consider what opportunities you might be missing out on. As this case shows, the potential upside is huge.
Cheers,
Daryl