---
title: Driving 10x ROAS in a Competitive E-commerce Market | Adalystic
description: How a regional tier structure and existing-versus-new customer split helped a B2B e-commerce account scale monthly spend while maintaining 10x+ non-brand ROAS.
---

[![Adalystic Marketing](https://www.adalystic.com/hubfs/Adalystic-2022/Isolation_Mode.svg)](https://www.adalystic.com/?hsLang=en)

[Services ⌄](https://www.adalystic.com/ppc-management-services?hsLang=en)

[PPC Management](https://www.adalystic.com/ppc-management-services?hsLang=en) [PPC Audit](https://www.adalystic.com/ppc-audit-services?hsLang=en) 

[Results](https://www.adalystic.com/case-studies?hsLang=en) [About](https://www.adalystic.com/about?hsLang=en) 

[Let's Talk](https://www.adalystic.com/book-consultation?hsLang=en) 

Menu

**Services** [PPC Management](https://www.adalystic.com/ppc-management-services?hsLang=en) [PPC Audit](https://www.adalystic.com/ppc-audit-services?hsLang=en) [Results](https://www.adalystic.com/case-studies?hsLang=en) [About](https://www.adalystic.com/about?hsLang=en) 

[Let's Talk](https://www.adalystic.com/book-consultation?hsLang=en)

[← All results](https://www.adalystic.com/case-studies?hsLang=en)

B2B e-commerce

# Scaling spend more than 10x while improving ROAS

How a regional tier structure and a strict existing-versus-new split helped a B2B e-commerce account scale monthly spend from a few thousand to roughly $50K while maintaining 10x+ fully attributed year-to-date non-brand ROAS.

Business model **B2B e-commerce, professional and consumer demand**

Primary objective **Scale spend while sustaining non-brand ROAS**

Channels **Google Shopping, Search, Performance Max**

Measurement period **Six-year engagement**

The situation

## Growth and efficiency were pulling in opposite directions.

The account had a large, diverse catalog and a demanding efficiency target. Leadership wanted 8x or better on non-brand, and they wanted to grow. The easy way to hit that target would have been to shrink the catalog and lean on proven products and repeat-customer demand. That could improve reported ROAS in the short term while quietly capping new-customer growth.

What we found

## Blended targets were hiding the account's actual structure.

- Existing customers reordering consumables behaved differently from practices buying for the first time.
- Repeat-customer demand could carry blended ROAS and mask new-customer acquisition performance.
- Regional performance varied enough that one national target obscured meaningful differences in return and acquisition cost.

What changed

## The structure created separate levers for efficiency and growth.

1. 01
   
   Split existing customers from prospecting and stopped judging both against the same target.
2. 02
   
   Organized campaigns into regional tiers so budgets, bids and targets could move independently.
3. 03
   
   Kept the catalog broad and used campaign structure to allocate spend rather than restricting coverage to proven products.

The result

## Efficiency improved while monthly spend grew more than tenfold.

Monthly spend grew from a few thousand to roughly $50K. Fully attributed year-to-date non-brand ROAS remained above 10x. A fully attributed quarter at roughly $50K per month averaged 10.6x against an 8x target.

Constraint & learning

## Scale came from separating different business jobs.

Existing-customer campaigns carried efficiency. Prospecting campaigns carried growth, measured on account creation at a defined cost rather than ROAS alone. Regional tiers let the team push acquisition in markets producing new customers efficiently and push return where the economics favored it. The structure followed the business instead of forcing every buyer, market and product into one blended target.

At a glance

**10.6x** Average non-brand ROAS Full-quarter average at roughly $50K/month

**10x+** Fully attributed YTD non-brand ROAS Against an 8x target

Let's talk

## Want a second set of eyes on your paid media?

Tell us where the program stands today. We'll talk through the gaps, the opportunities, and whether Adalystic is the right fit.

[Start a conversation](https://www.adalystic.com/book-consultation?hsLang=en)

![Adalystic Marketing](https://www.adalystic.com/hubfs/Adalystic-2022/Isolation_Mode.svg)

Paid media strategy grounded in how your business actually works.

Google Partner · Microsoft Advertising Partner

<https://www.linkedin.com/company/adalystic-marketing/>

**Explore** [Results](https://www.adalystic.com/case-studies?hsLang=en) [Insights](https://www.adalystic.com/insights?hsLang=en) [ROAS Calculator](https://www.adalystic.com/roas-calculator?hsLang=en)

**Company** [About](https://www.adalystic.com/about?hsLang=en) [Let's Talk](https://www.adalystic.com/book-consultation?hsLang=en)

© 2026 Adalystic Marketing [Privacy](https://www.adalystic.com/privacy?hsLang=en)