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If that 5x was mostly on their brand name, very possible they won’t see a huge drop. Or it might takes a few weeks or months before they see a drop. The drop doesn’t always happen right away because it depends on what type of customers Google Ads has been bringing into the business.
Also, you don’t say how conversion tracking was set up and how long ago you turned off the campaigns. Both of those pieces of information and context could help people give you a better answer. For most ecom brands, Google ads is a great investment and not a waste of money… if the campaigns are run in the right away. Any paid ads could be a waste but I would be curious to know what the marketing agency said the brand should do instead to acquire customers.
