Client
Wellbots is a US online retailer specialising in consumer electronics. Based in New York, the company has partnered with WeAdU since 2014 to grow its paid-media presence on Google Ads, Microsoft Advertising, and Meta. Wellbots has been recognized by the Financial Times among the fastest-growing American companies — a milestone that reflects the scale of growth achieved over the partnership.
Challenge
Wellbots operates in one of the most competitive segments of e-commerce: reselling consumer electronics brands it doesn't own, on the same SKUs available from dozens of other retailers. Competing on price alone is unsustainable. Competing on ad visibility — when the same product appears under dozens of merchant listings — demands a structural edge, not just a bigger budget.
When WeAdU took over the account in 2014, ad investment was at its starting point. The mandate was clear: scale revenue without sacrificing efficiency, and do it in a category where margins are thin and Google's automation tends to flatten results across the field.
Approach
WeAdU applied its core methodology — Refine → Test → Automate → Scale — to architect a Google Shopping and Performance Max system built around Wellbots' catalogue reality.
The account was restructured around brand-level and performance-based segmentation. Custom labels were refreshed daily to reflect real-time product performance and price tiers, ensuring every SKU landed in the right campaign bucket at the right moment. A layered Shopping funnel — moving from high-intent filtering to cold generic traffic to catalogue remarketing — kept acquisition costs controlled as volume scaled.
Negative keyword architecture was applied systematically across all campaigns to eliminate irrelevant traffic and protect margin. Critically, operator controls were set to prevent Google's automation from overriding campaign logic: WeAdU runs Google, not the other way around.
As performance stabilised and ROAS targets were consistently met, ad investment was scaled methodically — 50.00× over twelve years — without breaking the efficiency baseline. Microsoft Advertising was integrated as an incremental reach channel, capturing high-income audiences at lower CPCs. Meta Ads provided prospecting and catalogue retargeting layers to support the full funnel.
This is not a one-time setup. The structure evolves daily with the catalogue, with human oversight on every meaningful signal.
Results
- Ad investment: scaled 50.00× over twelve years
- ROAS: 8.00× maintained throughout scaling
- Attributable sales: grew in step, at a sustained 8.00× return
- Growth: ×50.00 from campaign inception
- Recognition: Wellbots has been recognized by the Financial Times among the fastest-growing American companies
Long-term trajectory (2018–2020, US market):
- +741.00% conversion value
- +470.00% conversions
These long-horizon gains complement the current operating scale (50.00× growth at 8.00× ROAS) — evidence that structural campaign architecture compounds over years, not just quarters.
The 8.00× ROAS was not a launch-phase figure — it held as ad investment scaled 50.00×, a test of structural integrity few agencies can demonstrate.
