A case study on how we improved tracking accuracy, restructured campaigns, and increased ROAS by 65% for BeforeYouSpeak Coffee. Scaling daily spend by 144% while maintaining profitability.
BeforeYouSpeak Coffee, Australia’s leading functional coffee brand, came to us with solid in-house experience, but persistent challenges. While they had an experienced specialist managing Google Ads, data quality and structural inefficiencies were blocking growth.
They were unknowingly inflating their ROAS with double-counted conversions and poorly configured New Customer Acquisition settings. Performance Max campaigns blurred branded and non-branded traffic, making it impossible to assess true performance.
To make things worse, different product lines like Performance Coffee and Collagen Coffee were lumped together, and ads were showing in low-performing mobile apps, burning budget with little to show for it.
They needed a data-driven strategy and full-funnel clarity to scale with confidence.
Our strategy
Fix tracking and conversion accuracyWe audited and cleaned up their Google Ads conversion setup, removing duplicates, correcting tags, and refining New Customer Acquisition settings. We also added a high-LTV subscription-based conversion action to reveal true customer value.
Build granular campaign structureWe segmented branded vs. non-branded traffic and split Performance Coffee and Collagen Coffee into separate campaigns. This gave us clear insights by product line and avoided skewed bidding decisions.
Optimise for high-performing SKUsTop-selling products were broken into stand-alone campaigns for targeted optimisation. Creatives were tailored to match each product’s unique benefits, improving relevance and click-through rates.
Eliminate wasted spendWe excluded irrelevant app placements and proactively updated exclusion lists, ensuring budget was reserved for high-intent traffic sources.
The results
ROAS increased by 65% while daily ad spend grew by 144%. By fixing tracking accuracy and building a granular campaign structure, we enabled the brand to scale aggressively with confidence.
