From Blind Spending to Profitability:
8.5x ROAS Achieved via Data Rebuild
The Challenge
A mid-sized company specializing in custom apparel was making a heavy investment in Google Ads and Meta Ads through a legacy agency arrangement. Campaigns had been layered on over time without a clear structure, resulting in wasted spend, overlapping targeting, and a critical lack of visibility into what was actually working. Despite the heavy investment, leadership couldn’t answer a simple, critical question: “Are these ads profitable?” Lacking fundamental data integrity, the company was unable to scale their advertising with confidence.
Our Strategy
Theria Group knew the core problem wasn't tactical; it was a lack of a measurable data foundation. Before touching a single campaign, we conducted a comprehensive technical audit of their entire MarTech stack: Google Ads, Meta Business Manager, Google Analytics (GA4), and their industry-specific sales and production platform (DecoNetwork). None of these critical systems were communicating.
Our first step was a deep-dive integration to bridge this gap. We engineered a custom solution within Google Tag Manager (GTM) to expose the unique Order ID and Order Value generated by the sales system directly to the paid media platforms and Google Analytics. This technical work was the critical pivot, unlocking the ability to tie every single dollar spent to an exact order and its revenue. This fundamental shift immediately enabled accurate ROAS-based bidding and Value-Based Bidding (VBB).
With data integrity established, we performed an exhaustive analysis of the previous year's sales data to identify true profit centers. We chose not to optimize around the edges of a broken system but to rebuild the Google Ads account from the ground up, anchoring our strategy on clarity and accountability:
Strategic Segmentation: Campaigns were mapped directly to core product lines and high-intent customer needs identified in the sales data.
Dedicated Brand Coverage: Ensuring the client owned high-intent searches and wasn't leaking demand to competitors.
Precision Targeting: Tighter keyword targeting and refined negative keyword lists were implemented to eliminate irrelevant clicks and waste.
Budget Allocation: Spend was ruthlessly reallocated toward proven, high-return campaigns, with campaign data tied directly to exact order IDs via a BigQuery and GA4 data system for maximum transparency and accuracy.
Measurable Impact
The structural and technical fixes immediately translated into measurable, profitable returns. The campaigns achieved an initial Return on Ad Spend (ROAS) of 13.4 in the first month, which stabilized to a highly efficient average ROAS of 8.5 across the first six months of the program.
Beyond the initial Google Ads success, we have begun expanding the program back into Meta (Facebook/Instagram), utilizing proprietary Customer Match lists mined directly from the sales system. This new layer of high-value audience targeting further enhances efficiency and scale across channels.
Performance visibility improved dramatically, and leadership went from asking if ads were “worth it” to using campaign insights to guide broader marketing decisions. The client now has a paid media program, run by Theria Group, that delivers measurable returns and scales without hidden waste.
Stop wasting ad spend and start scaling with confidence.
