The Problem
- The account was only using a single catch-all asset group in a Performance Max campaign.
- They were operating on low ad spend, with no tailored asset groups for their niche: pet supplies.
- Scaling ads was challenging due to strict inventory restrictions for their custom-made products.
What We Did Differently
1. Comprehensive Campaign Restructuring
- Introduced brand campaigns, dynamic remarketing, and revamped Performance Max campaigns to target individual product categories effectively.
- Built highly specific asset groups tailored to their niche, ensuring precision and relevance for each product.
2. Supplemental Feeds for Precision Targeting
- Developed multiple supplemental feeds to better structure campaigns and maximize effectiveness.
- Optimized Shopping (PLA) campaigns with ad copy crafted for each product type, including variations for specific animal breeds and sizes.
3. Next-Level Feed Optimization
- Meticulously enhanced the product data feed, ensuring Google Ads could correctly identify the products and their fit for specific customer needs.
- Focused on product variations to refine targeting and boost relevance for potential buyers.
The Results
In just 3 months, we delivered these outstanding results:- Ad Spend: $15,100
- Conversion Value: $208,000
- Return on Ad Spend (ROAS): 13.8x (A WHOPPING RETURN)
Overcoming Challenges
One major obstacle was the client’s inventory constraints, as their custom-made products had limited availability. Despite this, we were able to maximize the performance of their campaigns and achieve remarkable results. If the inventory had allowed for more aggressive scaling, we estimate returns could have reached $350,000–$400,000 in the same period.The Bigger Picture
This success wasn’t just a short-term win. Here are the broader impacts of our strategy:- Quarter-on-Quarter Growth: +23% in gross sales.
- Year-on-Year Growth: +40% increase in sales.
- Most of the sales came from new customers, showcasing the effectiveness of our customer acquisition strategy.
