The account had fallen behind for a simple reason: it was built for an older version of Google Ads. As the platform shifted toward automation and broader query matching, a single Shopping campaign running with a CPC cap and excluded terms was never going to keep pace with competitors who had already made the move. The strategy was to bring the account up to date so it could compete in more auctions — in a landscape more competitive than ever. Three areas of work made that happen.
Modern structure and Performance Max. We rebuilt the campaign structure into something more refined and responsive, able to lean into seasonal performance shifts rather than running flat all year, and introduced Performance Max with segmented asset groups so search themes and audience signals could be tailored rather than treated as one undifferentiated block.
A competitive product feed. The feed was the account’s weakest asset and its biggest opportunity. We optimised it end to end — richer product titles, proper product types and a range of other attributes — so the ads were positioned to win more of the auctions they entered.
Brand and sub-brand search presence. We removed the CPC cap that had been throttling the main brand terms and gave them a dedicated, properly funded brand search campaign, then built new search campaigns around the sub-brand terms that had previously been excluded — reclaiming a search presence the account had been giving away.
