Structure Before Spend
Ayko's Paid Media team developed a more granular campaign structure, using Performance Max data to identify where new activity should be launched and where spend should be concentrated for the strongest return. Work began with a refresh of Performance Max creative assets, introducing seasonal messaging aligned to spring cleaning demand alongside persona-driven ad copy that spoke more directly to customer intent. Alongside this, a dedicated new customer acquisition Performance Max campaign was launched, creating a more focused route for bringing new buyers into the account.
On the Search side, Ayko introduced a targeted campaign for vacuums built around exact match keywords identified through high-intent search category data already surfacing within Performance Max. Rather than building this campaign from scratch, the team used existing account signals to inform keyword selection from day one, shortening the path to meaningful performance. Product-level spend was also activated behind proven performers. The Henry Quick cordless range, already showing strong sales momentum, became a priority for budget allocation, allowing the account to lean into lines with demonstrated commercial pull.
The most significant impact came from combining automation with more deliberate account architecture. Performance Max continued to play an important role, but it was no longer carrying the full weight of the growth strategy. Search campaigns added greater control over high-intent demand, while product-led budget decisions helped direct spend where return signals were clearest. Core structural changes were implemented from February, with the new customer acquisition Performance Max campaign live by late February. By April, the results were already clearly visible.
