Pure Sims.
A UK gaming simulator brand scaled from zero to 4x ROAS in four months.
Me, walking the live dashboard.
Pure Sims is a UK ecommerce brand selling gaming simulators. They had never run Google Ads, and the instruction was strict: the account could not afford to fall below a 2x break even ROAS, even while learning.
Shopping first, segmented by bestsellers
I launched with segmented Shopping: a bestsellers campaign built from products already proven through email and Meta, a catch all for the rest of the catalog, and a branded search campaign protecting the name.
Hit break even from month one
Month one came in at the 2x break even, which for a cold account is a deliberate result. Google needs conversion data before the account can be pushed.
Scaled spend and return together
In the following months I raised spend and ROAS at the same time, which is the hard combination. By month four the account ran at 4x.
Added Performance Max for new customers
Once the account had enough conversion data I plugged in a Performance Max campaign aimed only at new customers, which came in at 4.4x.
Four months from a standing start, the account runs at 4x ROAS, double its break even, with the new customer Performance Max layer at 4.4x and room to scale.
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