Summary
- Within just one month, we significantly increased the conversion value of sales in Google Ads (tripled) by introducing new product positioning angles, testing alternative campaign types, and refining overall strategy. The client had previously structured their account with highly segmented Performance Max (PMax) asset-only campaigns for each individual product. This approach limited spend and performance, as many products were unable to utilize their full budgets when isolated.
- We consolidated products into broader campaigns, allowing Google’s algorithm to test across a wider range of offerings. This enabled us to uncover new top-performing products and optimize spend more efficiently. Additionally, the client had not been using a shopping feed prior to our involvement, which we promptly implemented to support more effective campaign performance.
Our Work
- In just one month, we launched over 50 campaigns for the client, testing out different strategies and channels because there were so many products to test.
Strategy Overview
Before Starting: Finding New Channels Like the Shopping Network
Before working with us, the client had only tested display and search networks within Performance Max (PMax) asset-only campaigns. We helped the client launch all of their products into the Google Shopping Network, using both Standard Shopping and Performance Max campaigns.
We also set up and optimized their Google Merchant Center, ensuring all products were showing properly. In addition, we fixed their conversion tracking setup and implemented the dynamic remarketing tag.
Standard Shopping
This campaign type was the biggest sales generating channel for this account. We’re currently spending around $10,000 per day on this campaign type and consistently generating 3x+ ROAS.
- We optimized product titles and included all necessary GMC attributes to create a rich product feed for efficient targeting.
- We improved product images and resolved visibility issues.
- We also added product ratings to increase trust and credibility.
- Expanded the best performing products into separate STD shopping campaign an test multiple angles for similar intent keywords
Standard Shopping allowed us to group all products together and let Google’s algorithm identify high-performing products that hadn’t succeeded under PMax-only testing. Once we discovered successful products, we launched them into dedicated PMax campaigns to scale performance.
PMax (Feed-Only)
We replicated the “all products” strategy from Standard Shopping into a PMax Feed-Only campaign. The results were impressive:
- Similar high-performing products emerged.
- New top-performers also surfaced, even surprising the client.
- We incorporated Search inventory to feed the algorithm with additional data.
- We were able to scale up the campaign as well, making it one of the higher spending campaigns in the account.
New Product Angles
Together with the client, we developed new product angles to test. Instead of just selling shoes, we focused on niche audiences—for example, shoes for weight loss or pregnant women. By hyper-targeting these segments, we uncovered new high-converting niches and customer pools.
New Landing Pages
We collaborated with the client to test different offers, such as Buy One Get One Free deals, which significantly improved CTR and conversion rates.
We also developed advertorial-style landing pages and tested PMax asset-only campaigns to target cold traffic more effectively.
Product Title Optimization
We included high-value keywords in product titles, which boosted search visibility and helped products appear in more relevant queries on Google.
Competitor Campaigns
We helped the client identify a product they sold that was nearly identical to a competitor’s—yet faced low competition. We launched competitor-focused search campaigns, targeting the competitor’s branded search terms to drive relevant traffic and conversions.
Adapting Creatives for Different Platforms
The client had platform-specific image requirements. Their creatives didn’t perform well on Google Shopping. We solved this by using a supplemental feed to tailor images specifically for Google Ads while preserving their original assets for other networks.
Ongoing Testing & Optimization
- We constantly tested new products to find winners, then scaled them.
- We continuously optimized campaigns—testing new images, videos, bid strategies, and budgets.
- We were always refining targeting and creatives to adapt to evolving performance and trends.
Summary
Through a strategic overhaul of the client’s Google Ads account, we tripled the conversion value of sales within one month. By restructuring campaign architecture—by testing all products in Standard Shopping and PMax feed-only strategies combined with product specific PMax asset-only campaigns —we unlocked the algorithm’s ability to identify new top-performing products. Implementing a shopping feed for the first time further elevated campaign efficiency.
We expanded testing beyond traditional setups, introducing new product angles that resonated with niche audiences and creating targeted landing pages that improved engagement and conversion rates. Additionally, competitor-focused campaigns opened new opportunities by capitalizing on low-competition search terms. Altogether, our efforts modernized the client’s approach to Google Ads, enabling sustainable growth and performance at scale.
