IamsoundROAS 4.87 on Google over 16 months, every month above the client's 3.0 target
Iamsound makes handmade flutes and ocarinas that sound good in a beginner's hands on day one. The product is unusual, there were no direct competitors, and nobody knew the brand. We built the whole Google Ads system on 4 June 2025 and held it above the client's ROAS target in every one of the 16 months that followed.
Purchase value in 16 months (11,412 purchases on $150,697 of spend)
ROAS over the whole period, against a target of 3.0
ROAS in the first three months ($32,894 of spend returned $173,377)
Months above the 3.0 target (lowest month: 3.62)
Google Ads, June 2025 to September 2026, primary conversion Purchase. These are ad platform figures; the client's CRM data is not included. ROAS is purchase value divided by ad spend.
Context
Iamsound is a US brand of handmade flutes and ocarinas, made to order. Before WeBrandLab the client did not run Google ads, so the account, the product feed and the campaign structure were built from scratch. At the start the catalog had 505 product variants (SKUs); today it has 1,346, growing together with sales.
The challenge
There was no demand to harvest. The product is new to most buyers and nobody searched for the brand. Errors in the Merchant Center feed kept products from showing: the feed said $0 instead of $55, and it had a link Google could not open. Instruments are made to order, so the ads had to work for items in stock and for pre-orders. The client's Google target was ROAS 3.0, with a break-even of 2.5.
What we did
- Fixed the feed in the first weeks, so products started showing in Shopping and Performance Max.
- Launched Performance Max on the feed for the US on 4 June 2025, then search campaigns on 7 and 13 June.
- Separated brand search from new demand, so brand results do not mask the campaigns that look for new buyers.
- Matched budgets to stock. When only 126 of 1,066 variants were available, we did not push money into empty products.
Outcome
From June 2025 to September 2026 the account returned $734,018 in purchase value on $150,697 of spend: ROAS 4.87 and 11,412 purchases. In the first three months it returned $173,377 on $32,894 (ROAS 5.27). Every one of the 16 months was above the client's 3.0 target, the lowest at 3.62. Next: bring volume back as products return to stock, restore non-brand search and measure it separately, and add Shopping for Canada once shipping, CAD prices and a separate feed are confirmed.
Chapter 01 · Account structure
Four campaigns, four kinds of demand
Four parts of the structure carry the result. Each covers a different kind of demand.
Main flow of purchases from the product feed
- Spend → value: $49,975 → $229,849
- ROAS 4.60
People searching for Iamsound, all countries (US, Canada, UK, Australia, Germany)
- Spend → value: $29,917 → $256,080
- ROAS 8.56 (the Brand US campaign alone: 9.44)
Steady product campaign since October 2025
- Spend → value: $16,964 → $79,795
- ROAS 4.70
Non-brand demand: people searching for flutes
- Spend → value: $16,949 → $90,560
- ROAS 5.34
Brand search is kept apart so its ROAS does not hide how the campaigns that look for new buyers perform.
Chapter 02 · The first three months
Fix what stops products from showing, then scale
From June to August 2025 the account returned $173,377 in purchase value on $32,894 of spend (ROAS 5.27) and 2,923 purchases. August 2025 was the strongest month: $73,065 in value, 1,277 purchases.
June 2025 alone: $4,279 → $31,449, ROAS 7.35, once the feed errors were fixed.
Chapter 03 · Stock constraints
Profitability first, volume second
From September 2025 spend got smaller because part of the range was out of stock. Profitability mattered more than volume. In May 2026 only 126 of 1,066 variants were available; and ROAS stayed between 5.1 and 5.4.
Ad spend → Purchase value
Q2 2025 (June)
522 purchases · ROAS 7.35
Q3 2025
3,516 purchases · ROAS 4.46
Q4 2025
2,284 purchases · ROAS 4.59
Q1 2026
2,387 purchases · ROAS 5.15
Q2 2026
1,651 purchases · ROAS 5.37
Q3 2026
1,053 purchases · ROAS 4.75
Total, June 2025 to September 2026
11,412 purchases · ROAS 4.87
Brand search in Canada in 2026: $1,433 of spend, $10,847 of purchase value, 139 purchases, ROAS 7.6. Quarterly purchases are rounded to whole numbers.
Chapter 04 · Tests that did not pay back
The price of finding the channels that work
We tested YouTube, Demand Gen, Gmail and Performance Max for Canada and the UK. Campaigns that did not pay back (ROAS below 2.5) were closed. They cost $15,973, or 10.6% of the period's spend. Today Shopping, PMax on the feed and search carry the account.
Timeline · How it actually unfolded
Sixteen months, from the first campaign to the stock limit.
Start
First campaign created on 4 June. Performance Max on the feed for the US, search on 7 and 13 June. Feed errors fixed.
Strongest month
$73,065 in purchase value and 1,277 purchases.
YouTube and new countries
The two lowest-ROAS months of the period, still above the target (lowest 3.62).
Shopping USA
Launched as its own campaign.
Canada brand search
139 purchases at ROAS 7.6.
Stock constraint
126 of 1,066 variants available; budget held back, ROAS 5.1 to 5.4.
Proof · Real dashboards
Account screenshots with notes. Check the numbers yourself.
Screenshots from the client's Google Ads account for the case period. The account number is hidden, columns not used in this case are cropped out, and each screenshot has a note.
The creative
Here's what actually ran on this account.
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