/ / Case Study
/ / Introduction
The client, an online baby store, sells various products, including clothing, gear, and furniture. We aimed to increase sales of larger items like car seats, strollers, cribs, and high chairs. Previous campaigns focused on smaller products, resulting in lower-value orders. To improve results, we switched to Google’s Performance Max campaign, which uses all of Google’s ad formats to target customers more effectively.
/ / Challenges Faced
Before moving to Performance Max, the client struggled with:
Focus on Smaller Items: Prior campaigns mostly promoted lower-cost products, limiting overall sales value.
Inefficient Campaigns: Managing separate Search, Display, and Shopping ads was time-consuming and made it hard to track users consistently.
Limited User Targeting: Previous campaigns couldn’t reach users ready to make a purchase, which lowered the chances of converting high-value items.
/ / Solution Implementation
Here’s what we did to improve the campaign:
Separate Asset Groups by Category: We created individual asset groups for each product type—car seats, strollers, cribs, and high chairs—to better match the ads to the products.
Custom Audiences for Each Category: We built custom audience lists for each asset group, adding apps and websites users visited when researching similar products. This helped us find users who were close to making a purchase.
Audience Signals: We used audience signals within Performance Max to target users with clear buying intent, focusing on those at the end of their buying journey.
/ / Outstanding Results
The Performance Max campaign led to:
1,043% ROAS: A strong return on ad spend, far better than the previous campaigns.
$37.56 CPA: Lower cost per acquisition, making the campaign more efficient and profitable.
/ / Lessons Learned and Future Steps
Targeting Works Better with a Focused Approach: By targeting users who were ready to buy, we achieved better results and increased the average order value.
Combined Campaigns Are Simpler and More Effective: Running all ad types in one campaign made targeting more accurate and improved overall results.
Next Steps: The client plans to refine the strategy by improving audience lists and testing different ads to continue boosting performance.
/ / Conclusion
Switching to Performance Max helped the client boost sales of big-ticket items while keeping costs down. By focusing on users who were ready to buy, we increased return on ad spend and lowered cost per acquisition. The campaign will keep evolving to improve results further.