Case study: How I helped a CBD client hit €500K in revenue with Google Ads—without getting banned

May 7

Running Google Ads in the CBD space is notoriously tricky. With strict advertising policies and a high risk of account suspensions, most brands struggle to make it work. But with the right strategy, it’s not only possible—it can be highly profitable.

Here’s how I helped a CBD client go from repeated Google Ads bans to €500,000 in ad-driven revenue, contributing to over €1 million in total webshop sales.

Background

Markets: Denmark, Sweden, Norway
Started: 2021 (as a side hustle)
Google Ads revenue (since 2023): €500,000
Target ROAS: 4
Current ROAS (2025): 3.8
Category: High-risk, policy-sensitive

The challenge: surviving Google’s policies

Between 2021 and 2022, we were stuck in a cycle:

❌ Accounts banned
❌ Domains blacklisted
❌ Constantly rebuilding and resetting

Every time we tried to scale, we hit Google’s policy limits and faced suspensions. It was frustrating, to say the least.

My breakthrough: a compliant funnel

In 2023, I changed the approach:

✅ I built a clean, policy-friendly site on a new URL whose only job was to stay compliant with Google Ads requirements.
✅ I directed all ad traffic there, and only after the initial visit did users flow to the main webshop.

The result? We finally stabilized the account—and I could start scaling confidently.

The strategies that drove growth

1. Re-engage past buyers

I uploaded a Customer Match list of previous buyers who hadn’t subscribed to the brand’s offers. Then I ran a targeted Search campaign offering them “50% off if you sign up,” sending them to a dedicated landing page.

The outcome:
✔️ Higher retention
✔️ Increased customer lifetime value (LTV)
✔️ No spam complaints

2. Push high-margin products

I focused on their best-margin product: 30% CBD oil.

I identified buyers who hadn’t yet purchased this product.
I ran a one-time offer campaign: 30% off the 30% CBD oil.
I used targeted Search Ads paired with a dedicated landing page.

The outcome:
✔️ Strong conversion rates
✔️ Repeat purchases
✔️ Significant boost in LTV

Key takeaways

CBD + Google Ads can work—but only if you don’t play by default rules.
Build policy-compliant funnels that protect your account.
Segment audiences intelligently.
Focus on profitable offers, not vanity metrics.

With the right execution, you can thrive even in high-risk categories.

Want to grow in a restricted niche?

If you’re running Google Ads in a challenging category like CBD and want to scale without constant bans, let’s talk.

✉️ Reach out at ms@martin-sandgaard.com

Google AdsCBDPolicies

Martin Sandgaard