About Jax & Bones
Jax & Bones is a California based pet lifestyle brand, creating premium dog beds, toys, and accessories that combine comfort, durability, and design. Inspired by a rescue dog named Jax, the brand is built on a mission of giving back – with every purchase supporting animal rescue groups and shelters across the US.
After building a strong reputation through retailers and a loyal customer base, Jax & Bones wanted to drive more traffic and sales directly through their website. To achieve this, they partnered with Touchpoint PPC to scale growth through Google Ads.
The Starting Point
When Jax & Bones first partnered with us, their sales were in decline. During Covid, the brand experienced a surge in growth as more people welcomed pets into their homes and spent heavily on dog products online. But as life returned to normal, sales plateaued, and the majority of revenue was coming from returning customers.
Campaigns lacked structure, new customer acquisition had stalled, and Google Ads was no longer driving meaningful growth.
Over the last 18 months, we rebuilt their strategy and turned Google Ads into their leading growth channel – bringing in thousands of new customers and generating over $1.2M in tracked sales.
104%
Revenue Increase
197%
New Customers
8,140
Individual Sales
9.54x
ROAS
Before working with Will, I actually found his YouTube channel. The way he broke down Google Ads made complete sense, and it was clear he really knew what he was doing. That gave me the confidence to reach out.
At the time, our Google Ads had plateaued. We were relying heavily on returning customers, and growth had slowed. Will and his team completely rebuilt our strategy, and the difference has been incredible – over $1.2M in tracked sales, thousands of new customers, and Google Ads is now our biggest growth channel.
What I appreciate most is that Will doesn’t just talk theory – he knows how to execute and deliver results. Partnering with Touchpoint PPC has been a turning point for Jax & Bones.
— Tina, Founder of Jax & Bones
The Challenge
When Jax & Bones came to us, their Google Ads setup was working against them rather than driving growth. The problems were clear:
- Brand Cannibalisation Performance Max was remarketing heavily, inflating ROAS while starving new customer acquisition.
- Remarketing Overload the majority of spend was going to warm audiences, with little effort to reach first-time buyers.
- No Product Strategy toys were underperforming badly, while beds carried 90% of revenue and profit without proper segmentation.
- Unoptimised Product Titles Shopping campaigns were driving irrelevant clicks because titles weren’t keyword focused.
- Weak Merchant Center Feed missing optimisation for reviews, promotions, and attributes meant untapped visibility.
In short, Google Ads had become a remarketing machine, not a driver of fresh customer growth.
Our Approach
We rebuilt Jax & Bones’ Google Ads strategy from the ground up — focused on new customer acquisition, product strategy, and feed optimisation.
- Account Structure – split branded and non-branded campaigns to protect efficiency while creating a dedicated path for new customer growth.
- Performance Max Control – applied brand exclusions and server-level adjustments to stop remarketing cannibalisation and force PMax into prospecting mode.
- Product Strategy – restructured campaigns so dog beds (90% of revenue) were given the focus they deserved, while toys and accessories were tested separately with tailored budgets and goals.
- Shopping Optimisation – rewrote product titles with keyword-rich, relevant copy to cut wasted clicks and improve Shopping traffic quality.
- Merchant Center Feed – enhanced with reviews, promotions, attributes, and DataFeedWatch testing to maximise visibility across paid and free listings.
Results
The changes we made had a huge impact on performance. In just 18 months, Google Ads went from a plateaued channel into the engine of growth for Jax & Bones:
- +104% revenue increase
- +197% new customers acquired
- 8,140 individual sales generated
- 9.54x ROAS achieved
- Google Ads is now the largest and most profitable channel, responsible for thousands of first-time buyers and consistent growth.
This shift not only delivered over $1.2M in tracked sales, but also gave Jax & Bones a repeatable system for acquiring new customers and scaling their best-performing products.
Key Takeaways
If you’re an eCommerce brand struggling with stalled Google Ads performance, here are three proven fixes from our work with Jax & Bones:
- Separate branded and non-branded campaigns to protect efficiency while driving new customer growth.
- Control Performance Max with brand exclusions to stop remarketing cannibalisation.
- Build a clear product strategy that prioritises best-sellers and tests underperforming categories separately.
- Optimise your feed and product titles to improve traffic quality and boost both paid and free visibility.
Do these four things and you’ll be ahead of the vast majority of advertisers.
Want the Same Results?
We helped Jax & Bones turn a plateauing Google Ads account into a $1.2M growth engine — bringing in thousands of new customers and achieving 9.54x ROAS.
If you’d like us to do the same for your brand:
We’ll show you exactly where your account is leaking money and how to fix it – giving you a clear roadmap for scale
