Shopping and Performance Max restructure for an apparel brand
Blended ROAS jumped from 3.1 to 4.6 in 90 days. Non-brand efficiency stabilized, waste dropped, and weekly results became easier to trust.
What was getting in the way
Shopping and PMax overlapped, brand traffic wasn’t separated, and ROAS looked inflated because brand searches were landing in the wrong campaigns.
The decisions that changed the account
Diagnose the account
- 01
Audited search queries across Search, Shopping, and PMax to find where brand traffic was misattributed
Restore control
- 02
Created a dedicated brand campaign and tightened negative keywords across non-brand campaigns
- 03
Rebuilt campaigns around product categories and merchandising priorities
Align budget to intent
- 04
Added n-gram reviews to cut recurring wasted search terms
- 05
Split promotional products from the core catalog so budgets matched business goals
A healthier account after the initial win
The goal was not only the headline metric. The work made the account easier to read, easier to control, and easier for a marketing team to trust.
Uneven performance wasn’t the main problem. The account structure made it hard to see what was actually driving sales.
Once brand traffic was separated and categories were rebuilt, the account became easy to read and ready to scale.
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