After conducting a thorough audit of the account, we identified that although traffic was strong, the standard shopping campaigns were not generating the required conversions. Our first step was to switch to a Performance Max strategy, combining search and shopping functionalities for a more comprehensive approach.

We meticulously structured asset groups with targeted imagery and ad copy that aligned with the keywords identified from the previous shopping campaigns. In addition, we introduced variations in product titles and the shopping feed to better match search intent and customer behaviour.

We also leveraged audience signals, including offline client data, to refine targeting further. Ongoing testing of image assets and audience signals enabled us to continually optimise the campaigns based on performance. This strategic shift led to an immediate increase in conversions and revenue, while also reducing overall spend, significantly improving the ROI of the campaigns.