The situation
This beauty and skincare brand was running a single Performance Max campaign targeting the Netherlands and Belgium. It was generating sales but the account had no distinction between products that converted well and those that were quietly wasting budget. All products competed for the same spend, and the algorithm was not getting the clear signals it needed to perform at its best.
The previous year the account spent 8,912 euros and generated 14,571 in conversion value at a POAS of 1.63x. Net profit was 5,868. Not bad, but the structure was leaving a significant amount of growth on the table.
When every product is treated the same, the algorithm has no way to prioritise. You get average results across the board instead of exceptional results where it matters most.
What I did
The same principle as Case 02, applied to a different category with more nuance around geographic expansion and brand versus non-brand traffic.
Split PMax into best sellers and the rest
Created two separate Performance Max campaigns: one containing only the top-converting products, the other containing everything else. The best seller campaign received the majority of the budget increase. The second campaign runs on a controlled budget to gather data without wasting spend.
Isolate brand traffic in Search
Brand search was separated into its own campaign with a high target POAS. This protects branded traffic from being diluted by broader generic terms and allows separate budgeting and bidding for high-intent, low-cost branded clicks.
Expand to Germany with a separate PMax
Rather than adding Germany into existing campaigns and muddying the signals, a standalone PMax campaign was created for the DE market. This keeps learning and optimisation separate per market and makes performance transparent per country.
Scale budget where the data earned it
Total spend increased from 8,912 to 20,013 euros, a 124% increase. Because budget went specifically to proven performers, revenue grew 182% and net profit grew 260%. Efficiency improved even as scale increased.
Spend doubled but profit tripled. That only happens when budget goes to the right places. Segmentation, brand isolation, and market separation were the three changes that made it possible.
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