This is the quick way to maximize ROI with Google Ads
In today’s fast-paced digital landscape, marketers face unprecedented challenges in budget allocation. With consumer behavior evolving rapidly and competition intensifying, businesses must adopt data-driven strategies to maximize return on investment. The rise of privacy regulations and the decline of third-party cookies further complicate measurement, making it essential to leverage advanced tools like Google Ads’ Marketing Mix Modeling (MMM) and AI-powered bidding strategies.
Take Miamo, a functional cosmetics brand that achieved a 51% growth in e-commerce revenue by shifting from rigid budget caps to a ROAS-driven approach. Their success story highlights the power of flexible, performance-based budgeting—a lesson every marketer should heed. As we explore modern budget optimization techniques, we’ll uncover how brands like eCampus, Fineco Bank, and Carwow are using AI, first-party data, and sustainability metrics to stay ahead.
1. Miamo's Successful Practice of Budget Strategy Based on Advertising Effect
As a functional cosmetics brand focusing on scientific and innovative solutions, Miamo once faced the challenge of premature exhaustion of its fixed daily advertising budget, which caused it to miss the opportunity to display high-intent search terms such as "Miamo" during peak demand periods, just like "a drugstore that closes early loses potential customers." To overcome this dilemma, the brand turned to a dynamic strategy centered on return on advertising expenditure, using Google Ads' AI capabilities to dynamically adjust bids: prioritize profitability during low demand periods, and focus on traffic acquisition during high-traffic nodes such as "Black Friday."
This transformation has brought significant results: conversion rate increased by 40%, revenue increased by 70% year-on-year, and conversion rate surged by 102% in the first quarter of 2025. At the same time, its brand display share on Google Search jumped from 80% to 94%, achieving near-full coverage of high-value search scenarios, which confirms the key value of data-driven budget agility in digital marketing.
Beyond performance campaigns, Miamo reinvested savings into brand-building initiatives, such as a YouTube Masthead ad for their Global Eye Defense Sunscreen Concealer launch. This campaign reached 3.5 million unique users, with an additional 6 million impressions over 30 days, demonstrating how ROAS-driven efficiency fuels both immediate ROI and long-term equity.
2. Smart budget allocation and advanced measurement strategies
To replicate Miamo’s success, marketers need to adopt dynamic advertising performance targets that can adjust with demand fluctuations—for example, during high-intent periods such as shopping festivals, use Google Ads’ smart bidding feature to lower targets to expand exposure, and tighten targets during off-seasons to ensure profitability. At the same time, integrating omnichannel marketing activities is crucial: Fineco Bank uses Google Ads’ Demand Gen ads and customized video content to open up the funnel link from awareness to action, confirming the role of mid-funnel placement in the Google Ads system in driving conversions.
Accurate measurement is at the core of smart budgeting: traditional last-click attribution fails to capture the value of touchpoints such as YouTube ads and email nurturing, while data-driven attribution (DDA) technologies (such as the lead enhancement conversion solution used by eCampus) improve lead quality by connecting offline and online channels. AI is further revolutionizing measurement: Mavriq, a financial platform, uses predictive models to optimize prospect assessments and combines them with incremental testing (such as geo-experiments) to validate whether ads drive sales growth and avoid wasted budget.
Companies seeking similar precision can use Topkee’s TTO CDP to simplify conversion tracking and budget allocation, and its attribution remarketing strategy can optimize audience segmentation based on behavioral data. Topkee’s advertising report analysis provides in-depth insights into budget efficiency, conversion quality, and other dimensions, supporting data-driven optimization of search, display, and YouTube campaigns.
3. Marketing mix model-driven strategic budgeting and sustainability integration
In macro budget allocation, advanced marketing mix modeling (MMM) tools such as Google’s Meridian can make up for the shortcomings of traditional MMM in underestimating the impact of search advertising. By analyzing cross-channel performance and integrating external variables such as natural search trends and competitor activities, Meridian can identify demand peaks based on query volume data and achieve granular budget optimization between search, display, and YouTube ads - tilting resources to high-intent channels during peak traffic hours while maintaining the efficiency of low-channel marketing.
To validate MMM insights, incremental tests (such as geographic lift studies) form a closed-loop feedback system: when MMM shows that YouTube contributes 20% of sales, lift tests can verify this contribution through empirical research, ensuring that budget allocation is consistent with actual channel performance. Carwow in the automotive market uses this dual approach to optimize carbon reduction strategies: linking MMM analysis results with emissions data to reallocate budget to low-carbon channels without affecting ROI.
Sustainability has become a core element of budget planning - 40% of European consumers prefer environmentally friendly brands, and Google's carbon footprint reporting tool provides campaign-level emissions indicators to help transform budget decisions. Carwow found that traditional expenditure-based emissions estimates were biased, and after using this tool, it accurately targeted efficient and low-carbon channels (such as targeted YouTube ads), ultimately achieving a 15% reduction in carbon intensity per conversion.
For brands that want to replicate the above-mentioned precision marketing effects, Topkee builds a one-stop solution based on Google Ads: through in-depth website SEO evaluation and optimization, TTO tools realize multi-account data integration and conversion tracking automation, and combine TM rule templates to customize advertising effect tracking dimensions; at the same time, it provides keyword research (integrating competitor analysis and intelligent bidding strategies), AI creative production and personalized remarketing based on TTO attribution (data shows that targeted advertising can increase purchase conversion rates by more than 70%), and continuously optimizes strategies through multi-dimensional reports such as periodic ROI and budget control, helping brands to achieve a coordinated improvement in budget allocation and marketing effectiveness.
Conclusion
The core of future budget allocation lies in flexible dynamic adjustment, data integration and cross-channel measurement: replace the rigid budget framework with ROAS/CPA targets that adapt to demand fluctuations, and invest in brand exposure channels such as YouTube headline ads to drive long-term growth; Google Ads uses data-driven attribution technology and incremental testing to verify the effectiveness of expenditures, conducts macro budget footprints through MMM tools such as Meridian, and incorporates sustainability such as carbon reporting into the carbon reporting system. Currently, successful brands maintain strategic agility through continuous testing and AI technology. If you need to implement the above budget transformation strategy, it is recommended to work with Topkee's professional team to efficiently integrate tools and methodologies.
