Brand build-up · 24 months
From paid testing to a brand people search by name.
Two years of compounded effort across Google Ads, Meta Ads, TikTok, LinkedIn and content — captured month-by-month. Watch the budget scale, the audiences grow, the Quality Score climb, and the share of demand shift from paid acquisition to direct & organic.
Monthly paid spend
$1.3K
$67.9K
52.0×
Instagram followers
3.4K
27.4K
8.1×
TikTok followers
1.7K
14K
8.2×
Branded search / mo
233
5.8K
25.0×
Google Quality Score
4.9
9.2
+4.3 pts
Organic share of sessions
10%
14%
+4%
Customers (cumulative)
0
4.9K
Branded ROAS
—
10.5×
4% of Google spend
Monthly paid spend, customers & conversions
The deliberate scale-up. Dotted vertical lines mark strategic milestones in the brand build-out.
Peak month
Apr 2026
$126,835 spent
Paid spend (USD)ConversionsCustomers acquired
Strategic milestones
Major decisions that shaped how the brand was built.
Month 1
Jun 2024
Brand launch · paid testing begins
Spend that month: $19,717 · Branded search: 256/mo · QS: 5.0
Month 4
Sep 2024
First Meta Lookalike scale-up
Spend that month: $25,425 · Branded search: 399/mo · QS: 5.2
Month 7
Dec 2024
Google Search expanded to non-brand
Spend that month: $40,956 · Branded search: 780/mo · QS: 5.8
Month 10
Apr 2025
TikTok creator collabs · top-of-funnel push
Spend that month: $65,556 · Branded search: 1,650/mo · QS: 6.7
Month 13
Jul 2025
Branded search volume crosses 1k/mo
Spend that month: $98,240 · Branded search: 3,080/mo · QS: 7.7
Month 16
Oct 2025
LinkedIn pilot for B2B-flavored buyers
Spend that month: $108,525 · Branded search: 4,510/mo · QS: 8.5
Month 19
Jan 2026
Quality Score breaks 8 · CPCs drop
Spend that month: $117,904 · Branded search: 5,380/mo · QS: 9.0
Month 22
Apr 2026
Referral partner program reaches scale
Spend that month: $126,835 · Branded search: 5,761/mo · QS: 9.2
Instagram followers
From 3.4K to 27.4K — 8.1× growth.
TikTok followers
From 1.7K to 14K — 8.2× growth.
Branded search volume (monthly)
Direct demand for the brand name — the truest signal of brand strength.
Google Ads Quality Score (avg)
Better ads + better landing pages + more relevant traffic. Lower CPCs as a result.
Branded search: small spend, outsized return
The bookend of the brand build-out — people typing the brand name into Google.
Branded ROAS
10.5×
On 4.0% of Google spend
Non-branded ROAS
1.44×
The acquisition workhorse
Branded contribution
23%
Of Google revenue
Branded search costs $25,960 over 24 months and returned $272,579 — that's 10.5× on every dollar. It works because awareness from the rest of the funnel (TikTok creators, Meta Ads video, content marketing, partner placements) drives demand that lands here as high-intent, brand-aware traffic.