Increase in ROAS for PMax campaigns.
Generated from Google Ads in 3 months
This case study outlines how we helped an automotive e-commerce brand significantly improve their Google Ads performance over the course of three months. While the brand had existing campaigns running, they were struggling to achieve optimal results.
Their Performance Max and Shopping campaigns were underperforming due to a lack of targeted audience signals, inefficient product segmentation, and wasted ad spend on low-quality traffic.
Despite these challenges, the brand had a strong potential to scale, but they just needed a more refined and targeted approach to their campaigns to unlock better efficiency and profitability. Keep reading to see how we helped them achieve better results in just 3 months.
Before Budai Media
After Budai Media
We transformed the brand’s Performance Max campaigns by focusing on refining audience targeting and optimizing search themes. Initially, the campaigns lacked the right audience signals and relevant search themes, leading to inefficient traffic and wasted budget. We restructured the campaign setup by integrating tailored audience signals like first-party data, interest and detailed demographics, and focused on search themes that aligned closely with transactional intent. This made the ad auction more effective, ensuring qualified impressions.
We also revamped the product feed by segmenting it based on performance data. By highlighting high-ROAS and best-selling products, we helped the campaign’s machine learning focus its budget on the most profitable items.
CR up by 110%, ROAS up by 94%
CR up by 125%
Screenshots provided show that the new asset groups achieved significantly higher conversion rates and ROAS compared to legacy setups, validating the benefits of audience and product selection granularity as well as search theme optimization.
For the shopping campaigns, we tackled two key issues: targeting underperforming products and the lack of negative keyword management. The old campaign targeted all products, even the ones that weren’t driving sales, while irrelevant traffic kept draining the budget due to minimal negative keyword filtering.
We fixed this by focusing on high-performing products and implementing a comprehensive negative keyword strategy, blocking low-intent and irrelevant traffic. This restructuring ensured that only the best products received budget, and we excluded the underperforming ones.
Old campaign performance.
New campaign performance: ROAS up by 810%, CR up by 1458%
To boost overall account performance, we focused on key areas that impacted both conversion rates and ROAS:
Audience targeting in Performance Max was improved by using more specific audience signals and refining search themes, which helped the system bid more effectively on high-intent users.
Creative assets were upgraded with better images and clearer messaging, making the ads more engaging and improving their performance.
We fixed Merchant Center issues by cleaning up product data, ensuring it was accurate and properly targeted, which helped prioritize the best-performing products.
We added a comprehensive negative keyword list to both Shopping and Performance Max campaigns, blocking irrelevant traffic and making sure the budget was spent more efficiently.
Old campaign performance.
New campaign performance.
These changes helped reduce wasted spend and improved the overall campaign performance.
Conclusion
In just three months, we helped this brand achieve impressive results by optimizing their Google Ads strategy. By focusing on the essentials, refining audience signals, improving search theme relevance, and prioritizing high-converting products, we were able to increase orders by 11.3%, boost sales by 12%, boost the click rate on Shopping Campaigns by 1458% and improve ROAS on PMax Campaigns by 94%. At the same time, we managed to reduce overall advertising costs, making the brand’s campaigns more efficient and profitable.
By leveraging advanced targeting, creative upgrades, and better feed management, we turned their underperforming campaigns into a more effective and profitable marketing machine. This case shows how even successful campaigns can see tremendous improvements with the right optimizations.
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