Paid AdsTactic2026-02

Google Ads Reality Check: High Blended ROAS Often Just Means You're Paying for Your Own Brand Name

Finlay Williams (@ItsFinlayW)

Results

3.4x

Example blended

6.8x ROAS

Example branded

2.1x ROAS

Example non brand

Key tactics

Always separate branded vs non-branded performance
Test turning branded search off for a week to see true incremental impact
Do not celebrate blended ROAS that is mostly brand traffic

Summary

Common account audit finding: £18k/month spend looked healthy at 3.4x blended ROAS, but £14k of it was branded search converting at 6.8x while non-brand sat at 2.1x. Much of the 'success' was simply capturing existing demand rather than creating new customers.

#paid-ads #google-ads #branded-search #measurement #2026-02

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Validate this tactic

Check live US search demand for this entry's topics: paid ads, google ads, branded search, measurement

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