Wireless Audio Brand

The problem

The brand was profitable on Facebook Ads, but Google Ads wasn't pulling its weight. Only Brand Search converted; DSA, RSA, Discovery, Video, and Shopping were spending with no sales to show for it.

The approach

1. 1Paused what wasn't working and committed to Performance Max for its full ~11-day learning window instead of pulling the plug early
2. 2When results stayed flat, shifted focus from campaign structure to asset and product-data quality
3. 3Split campaigns by product category instead of running one blended catalog
4. 4Rewrote Merchant Center titles to work with the shopping tab's ranking logic, folding in the exact terms a shopper would search (down to feature-level phrases like "wireless speakers with LED lights") instead of a plain product name
5. 5Swapped Google's default plain white-background product shots for custom, contrast-forward images so listings didn't blend into the page
6. 6Layered in-market, affinity, and custom audience segments

The results