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How Generate Agency stabilised Minimalist Folk Co.’s Google Ads account and achieved a 5.11x ROAS during BFCM through January volatility
Minimalist Folk Co. is a US children’s apparel brand that relied heavily on brand-driven Google Ads performance. Generate Agency rebuilt tracking, separated branded and non-branded demand, and expanded into new acquisition channels, delivering a 5.11x ROAS and $81,094 in conversion value during the most volatile three-month ecommerce period.
OUR RESULTS
THE PROBLEM
The Google Ads account was heavily dependent on branded search, masking weak non-branded acquisition. Tracking issues, mixed intent reporting, and seasonal volatility made it difficult to identify real performance or scale profitably during the most critical trading period of the year.
WHAT WE DID
1. Rebuilt tracking and measurement foundations
We aligned GA4 and Google Ads conversion tracking to ensure clean, reliable data before any optimisation decisions were made.
2. Separated branded and non-branded demand
We split campaigns by intent, capped branded spend, and isolated non-branded acquisition to measure true growth performance.
3. Controlled brand reliance as a structured efficiency layer
Branded campaigns were used for efficiency only, preventing them from distorting overall account performance or hiding lack of new customer growth.
4. Expanded into Shopping, PMAX and seasonal demand
We pushed into non-branded category traffic and seasonal collections, including key launches like Valentine’s, to acquire new customers at scale.
5. Coordinated Google Ads with email campaigns
Email campaigns were run in parallel with paid activity to convert both existing customers and newly acquired traffic simultaneously.
THE RESULTS
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Revenue and efficiency
- 5.11x blended ROAS across full engagement
- $81,094 conversion value from $15,867 spend
- 860 total conversions
Monthly performance
- November: 8.02x ROAS on $4,950 spend
- December: 3.17x ROAS on $2,750 spend
- January: 4.00x ROAS on $8,156 spend
Channel and demand quality
- Shift from branded-heavy to non-branded acquisition
- Shopping and PMAX drove incremental customer growth
- Seasonal collections generated new category demand
Stability and scalability
- Performance held through BFCM to January volatility
- Efficiency maintained despite budget shifts and stock changes
- Account moved from dependency to structured growth system
FAQs
Why is branded traffic a problem in Google Ads?
Because it inflates ROAS without creating new customer acquisition, limiting real growth potential.
How do you fix a brand-dependent Google Ads account?
By separating branded and non-branded campaigns, rebuilding tracking, and shifting budget toward category demand.
Why was this period so challenging for ecommerce performance?
It included BFCM, Christmas, and January, which create extreme volatility in budget, stock, and consumer demand.
How did Shopping and PMAX contribute to growth?
They expanded reach into non-branded category searches and helped acquire new customers beyond existing brand demand.
Can Google Ads work without heavy reliance on brand search?
Yes, but only when structure, tracking, and non-branded demand capture are properly built out.
READY FOR PREDICTABLE, PROFITABLE GROWTH?
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