Case study · Home Decor · 7-fig DTC
ROAS Rose from 3.2x to 3.7x at the Same Spend
One pooled asset group became two. Spend stayed at €45K per month while ROAS rose from 3.2x to 3.7x.
Monthly revenue
From €144.0K
ROAS
From 3.2x
Monthly spend
From €45.0K
Time in the account
Written by Christopher Krassnig, Founder & CEO of ZenoX Media. Runs the accounts in these case studies. Every number below comes out of one of them.
What Happened When We Split One Performance Max Asset Group?
Published Last updated
- Niche
- 7-Figure Home Decor DTC
- Market
- United States
- Spend on day one
- €45.0K/month
- Where they started
- 3.2x ROAS on €144.0K/month
- How long we ran it
- 60 days
What we changed
The Spec Sheet, Not the Sales Pitch
Every lever pulled on this 7-figure home decor dtc account, in the order the story tells it. No move listed here that the story does not show.
- 01
One pooled asset group split into Champions vs Sleepers
- 02
Each group got its own creative pack and audience signal
- 03
Deliberately stopped at two groups - fragmenting further hurts learning
- 04
Same budget for the whole engagement
The story
How This 7-Figure Home Decor DTC Account Actually Scaled
- 01
Single asset group ate everything
Account had one massive PMax with all SKUs, all themes, all creative pooled. Smart Bidding optimised for the easy products. Margin-heavy SKUs got starved.
- 02
The asset group is the unit that decides
One asset group means one pool of creative and one pool of products. Google picks whatever converts easiest inside that pool and quietly leaves the rest alone. That is not a bug. It is the machine doing exactly what the structure told it to do. If you want a set of products to get bought, they need a group of their own.
- 03
Easy is not the same as best
The easiest conversion is usually the cheapest thing in the catalogue. Smart Bidding chases conversion value, and it has no idea which euro of revenue is worth keeping. So in a single pooled group the fast cheap movers take the budget every time, and the products you would rather sell sit and wait.
- 04
Champions and Sleepers, plainly
Champions are the products already carrying the account. They have a sales history, the bidding trusts them, and they win auctions on their own. Sleepers are the ones with no history, which is not the same as no potential. Most of them were never shown enough to prove anything either way. Two groups, two very different jobs: protect what works, and give the rest a real chance to show up.
- 05
Two groups beat one
We split this account into Champions and Sleepers, each with its own creative pack and audience signal. A group can only serve the assets it holds, so the split gave each product set its own photos and headlines. In this private account, ROAS moved from 3.2x to 3.7x while spend stayed at €45K a month.
- 06
Five groups don't beat two
We stopped at two groups in this account. Each group had to learn from its own conversions, and the account did not need more splits to test the change we made.
- 07
Same budget, sixty days
€45K a month before, €45K a month after. Revenue moved €144K to €156K to €168K, ROAS 3.2x to 3.5x to 3.7x. Nothing was scaled. Nothing new was switched on. The only thing that changed was which products the existing budget was allowed to reach.
- 08
What to take from it
Before you ask for more budget, check whether the budget you already have can reach your whole catalogue. Most accounts running one big asset group are not underfunded. They are just pointed at the easy half of the shop.
The curve, knowing what happened
Show your working
How We Measured This
- The window
- 60 days, read as three monthly snapshots. Month 0 is the account before the split, month 2 is after it.
- Where the numbers come from
- Revenue, spend and ROAS all come from the client's own Google Ads account. Spend was held at €45K a month before and after, so the change shown here is not a budget increase.
- Why the brand is not named
- The brand is not named. These are live accounts, and the edge they built stays theirs, so we publish the numbers and keep the name out of it.
- What you can verify
- The source account is private. ZenoX has not published a redacted export or an independent check for this case.
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