Case Study: Earth, Sky + Water

ROAS Nearly Doubled in 20 Days

How feed segmentation and a full campaign rebuild turned a diluted product catalog into a lean, high-performing Google Ads machine.

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Earth Sky + Water came to us with a strong product line and a Google Ads account that was holding it back. By segmenting their product feed, rebuilding their asset groups, and tightening every piece of copy, we nearly doubled their ROAS (Return on Ad Spend) in the first 20 days of May, while spending less.

About the Client

Earth Sky + Water is a US-based publisher of botanical illustrations and scientific art. Their catalog includes field guides, posters, greeting cards, stickers, and their signature FoldingGuides™: niche products with a passionate, highly targeted audience. Great products! The campaigns just weren’t keeping up.

The Challenge

Their Google Shopping and Performance Max campaigns were running with a mixed catalog, where top performers competed for budget alongside slower-moving inventory. Without structure, the account couldn’t do its job:

High-converting SKUs were subsidizing products that weren’t pulling their weight.
Asset groups were too broad to bid or creative efficiently.
Seasonal opportunities were nearly impossible to activate with precision.

The ROAS was decent. But it wasn’t close to what the account was capable of.

What We Did

Feed Segmentation First

We applied custom labels across the product feed to tag items by category, performance tier, and seasonal relevance. This was the foundational move — without it, nothing else could work properly. It gave us the ability to isolate top performers, build smarter asset groups, and set the stage for more precise seasonal activation down the road.

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A Dedicated Asset Group for Sea Shells

Sea shell products were the clear standout in the catalog. We pulled them into their own dedicated asset group within the PMax campaign, with tailored creatives, URLs, and audience signals. Removing them from the broader mix let their performance speak for itself — and stopped the campaign from averaging it down.

Full Copy and URL Audit

Every headline, description, and destination URL got reviewed and rewritten for tight message-to-landing-page alignment. Mismatches between ad copy and landing pages are a silent ROAS killer. Fixing them improved the account’s overall quality signal and contributed directly to PMax ROAS climbing from 2.0 to 4.52.

The Results

In 20 days, the restructured campaigns delivered a 71% jump in ROAS — meaning for every dollar Earth Sky + Water spent on ads, they got nearly twice as much revenue back compared to the month before. And they did it while spending less.

To put it simply: the account was already working. We just stopped it from leaving money on the table.

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Overall ROAS: 6.0

for every $1 spent on ads, $6 came back in sales.

PMax ROAS: 4.52

up from $2 back per dollar to $4.52.
More than doubled.

Ad spend: $437 (first 20 days of May)

compared to $643 for all of April. Less money out, more money in.

Period	Spend	Overall ROAS	PMax ROAS	Days	Est. Revenue
April 2026	$643	3.50	2.00	30	~$2,250
May 2026 (MTD)	$437	6.00	4.52	20	~$2,622

The Takeaway

The biggest lesson here is that throwing more money at ads isn’t always the answer. Earth Sky + Water spent less in May than they did in April, and made significantly more from every dollar. The difference was in the structure.

When a product catalog runs as one big mix, the ads don’t know where to focus. Budget gets spread thin, strong products carry weak ones, and performance stays average. Once we gave the best-selling products their own space (with dedicated messaging and cleaner landing pages), the campaign stopped guessing and started performing.

And the work done here isn’t just a one-time win. The structure now in place means Earth Sky + Water can move faster for seasonal moments, spotlight specific product categories, and build on results that are already compounding.

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