All workPerformance Marketing · 2024
Wireless Audio Brand
Speakers, earbuds & neckbands D2C brand
Google AdsPerformance MaxMerchant Center
Client
Speakers, earbuds & neckbands D2C brand
Tools
Google Ads, Google Merchant Center
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
- 1Paused what wasn't working and committed to Performance Max for its full ~11-day learning window instead of pulling the plug early
- 2When results stayed flat, shifted focus from campaign structure to asset and product-data quality
- 3Split campaigns by product category instead of running one blended catalog
- 4Rewrote Merchant Center titles for shopping-tab ranking and swapped plain product shots for custom, contrast-forward images
- 5Layered in-market, affinity, and custom audience segments
The results
Performance Max became the account's second-best revenue generator
Sales from Google roughly quadrupled the following month
More work
