Q: How would you structure Google Ads for a full-funnel strategy when scaling a brand from $100K/month to $1M+/month across multiple platforms (Meta, TikTok, etc.)?

Ask Me Anything Q&A Googleshoppingamarepo

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Summarized with AI on October 28. AI used: claude-sonnet-4-5-20250929.
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Context:
We’re looking for a scalable, cross-platform paid media structure that can sustain aggressive growth while maintaining profitability.

Follow-up questions:

  1. Campaign Segmentation:
    How do you segregate Prospecting vs Retargeting campaigns on Google Ads?
    What % of budget would you typically allocate to each stage of the funnel?

  2. Campaign Types:
    Which campaign types (e.g. Performance Max, Search, YouTube, Discovery) do you recommend running at each stage?

  3. Audience Sizing:
    What audience sizes or data signals (custom segments, lookalikes, first-party lists) do you find most effective for scaling?

  4. Bid Strategy:
    Which bid strategy performs best when scaling aggressively — Maximize Conversions, Target ROAS, Target CPA, or Manual?

  5. Optimization Goals:
    Would you recommend optimizing toward ROAS or CPA goals at different funnel stages?

  6. Performance Benchmarks:
    What’s a realistic ROAS range when scaling from $100K to $1M+ monthly spend?

  7. Channel Positioning:
    How do you see Google Ads fitting into the broader ecosystem — especially when Meta and TikTok handle much of the TOFU?

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Hello Shaun, thank you for your question and welcome to the Shopify AMA! I’m Emmanuel from FeedArmy, your host today. Lots of great questions coming in.

For prospecting, I recommend creating segmentation through Performance Max campaigns without customer or audience lists.

Complement this with Search campaigns using generic and category-level keywords, and add YouTube or Demand Gen campaigns leveraging custom intent and broad affinity audiences.

For retargeting, run a dedicated Performance Max or Display campaign limited to your remarketing lists.

Include Dynamic Remarketing and YouTube remarketing to re-engage users with high purchase intent.

In terms of budget allocation, a good starting point is around 70–85% for prospecting and 15–30% for retargeting.

Audience size guidelines:

  • Retargeting: 30K–300K users

  • Mid-funnel: 500K–2M users

  • Broad/Expansion: 2M+ users

For bid strategies, start with Maximize Conversions in the early stages (expect lower ROAS initially).

As you scale, move to Target CPA, and once conversion data stabilizes, shift to Target ROAS.

Generally, CPA works well for TOFU/MOFU, while ROAS is more suitable for BOFU.

As for realistic ROAS expectations, that really depends on your business model, niche, and margins.

Some of my clients achieve 2,500% ROAS, while others are very satisfied with 250%, depending on their goals and product economics.

Lastly, I focus exclusively on Google Ads, so I’ll leave Meta, TikTok, and other channels to specialists in those areas.

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