We restructured the search campaigns by consolidating them to increase budget distribution, improve efficiency, and generate better data. As part of this process, we created new ad groups based on comprehensive keyword research and search term data from the account. To further optimise performance, we focused on high-quality, low-competition keywords and incorporated longer-tailed keywords to attract more targeted traffic.

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This approach has successfully reduced CPCs by 60% since taking over the account. At the same time, we paused underperforming and high-cost keywords that were draining the budget without delivering results. To strengthen brand visibility and drive more relevant traffic, we implemented a Brand campaign, ensuring better alignment between brand messaging and audience engagement. Additionally, we introduced Performance Max, concentrating on a smaller, more targeted product range to optimise budget allocation and maximise returns across multiple Google ad channels.

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Alongside these efforts, we conducted a thorough feed audit and began implementing feed optimisations to enhance product data, ensuring more accurate and effective shopping listings within the Performance Max campaign. This involved refining product attributes such as type, category, and additional details, benefiting both backend and frontend developments to improve overall performance.