Scaling Rapid Test & Trace Canada
When demand for rapid COVID‑19 testing exploded, Turkey Burg took RTTC's Google Ads account from a standing start to a seven-figure monthly budget in eight months, without ROAS ever collapsing under the weight of it.
Thirteen months in numbers
How the account was built for it
Rapid Test & Trace Canada sells at-home COVID‑19 antigen and PCR test kits. Through the back half of 2021, demand for rapid testing didn't rise steadily. It spiked in waves, tied to reopening travel corridors, back-to-school seasons, and a new variant landing every few months. An account built for steady-state spend would have hit daily budget caps long before costs spiraled as every competitor flooded in behind the same demand at once.
Turkey Burg re-architected the account for growth before growth arrived. A national Search campaign paired with province-by-province, ROAS-targeted campaigns for Ontario, British Columbia, Alberta, Saskatchewan, Manitoba, and French-language Quebec, each bidding independently, so a spike in one region never dragged down another. As borders reopened, the same structure was mirrored into Australia and the United States, then layered with Performance Max and Shopping to catch transactional demand that Search alone couldn't reach. In total, the account ran 30 campaigns across nine regions.
Between April and December 2021, monthly spend went from $1,598 to just over $1.6M, more than 1,000 times over, while ROAS peaked at 9.16 times in the same month spend peaked. Across the full thirteen months, RTTC put $4.51M into Google Ads and got $29.3M in tracked revenue back: a 6.50 times blended return.
Want a growth curve like this?
This is what Turkey Burg does with an ad account when the market moves fast. Structure it before the spike, not during it.