£19.5K of ad spend. £264K back.
A bespoke glass ecommerce brand was running manual CPC search and leaving money on the table. A granular Performance Max build, proper feed work and two separate market strategies turned that around.
A made-to-measure product stuck in a one-size-fits-all account.
This client sells custom glass cut to size, so every order is bespoke. Their Google Ads account was not treating it that way. Everything ran through manual CPC search, the product feed was not pulling its weight, and the same approach was being used for their strong home region as for the rest of the country.
The job: move the account onto a granular Performance Max setup, get the feed and assets working properly, and split the strategy so their established market and their growth market were each handled on their own terms.
Rebuild the account around how they actually sell.
Performance Max only works as well as what you feed it. Most of the value here came from the groundwork rather than the campaign type itself.
Manual CPC to Performance Max
Moved the account off manual CPC paid search and onto a granular Performance Max structure. Rather than one catch-all campaign, the account was broken down so budget and signals could be steered properly instead of everything competing in the same pot.
Product feed optimisation
The feed is what Performance Max runs on. Cleaned and optimised it so products were described accurately and completely, giving Google the detail it needs to match a bespoke, cut-to-size product to the right buyer.
Asset groups built properly
Built out asset groups with the headlines, descriptions and imagery Performance Max needs to show up well across Search, Shopping, Display and the rest, so the campaigns had strong material to work with from day one.
Two markets, two strategies
Separated the established South East England market from the wider nationwide rollout, so each could be budgeted, bid and measured on its own terms rather than one dragging the other down.
One country, two very different jobs.
Treating South East England the same as the rest of the country would have wasted budget in both. So they were run as two separate strategies.
South East England
Their home turf. Better brand recognition, cheaper delivery and a much easier path to conversion, so this market could be pushed harder and was expected to convert at a higher rate for less. The strategy leaned into that established position rather than paying to build awareness that already existed.
Nationwide
Less established, with higher delivery costs making conversion harder to win. This ran as a separate strategy with its own budget and expectations, so growth outside the South East could be built steadily without eating into the performance of the core market.
Revenue grew far faster than the spend did.
That gap is the whole point of a PPC account. Here is six months of Performance Max, straight from the Google Ads account.
Why the spend went up, and why that is a good thing
Spend rose 92% over the period, and impressions nearly tripled. That was deliberate. Once the account was returning £13.57 for every £1 going in, the sensible move was to put more in rather than protect a small budget. Cost per click actually fell to £0.58 while all this was happening, so the extra budget bought considerably more than it would have done before.
Other businesses I have helped grow
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