Google Ads rebuild improves JAWS' ROAS 250%

The client

JAWS (Just Add Water System) is a sustainable household cleaning brand that sells ultra-concentrated cleaning solutions consumers activate at home. It had a loyal customer base and established demand across digital channels, including Amazon and direct-to-consumer. JAWS entered 2025 with a strong brand and proven product-market fit, but its Google Ads program was not reflecting that strength.

The challenge

Performance in Google Ads remained inconsistent, with low ROAS and elevated CPC limiting the efficiency of paid acquisition. The problem was structural rather than a lack of effort: campaigns were heavily weighted toward branded demand, capturing customers who were already inclined to purchase rather than driving incremental growth. Overlapping campaign structures also created internal competition, fragmenting data signals so that automated bidding had a harder time optimising. JAWS risked continuing to invest in growth that did not translate into efficient long-term returns.

The solution

The results

The restructuring delivered immediate and sustained gains: ROAS improved by 250% and stabilised at consistently profitable levels, while CPC decreased by 37%. The account achieved comparable revenue with far less spend, a major gain in capital efficiency, and performance settled at a higher baseline that supports predictable, scalable growth. JAWS has since expanded its use of Quartile across additional solutions.

Tools & stack

Original project by Quartile ↗ — published by the delivering agency, included here as an industry reference.