Shopping and Performance Max restructure for an apparel brand

What was getting in the way

The account had overlapping Shopping and PMax coverage, weak branded demand separation, and inflated ROAS caused by brand-heavy traffic being absorbed into the wrong campaign types.

What changed in the account

1. 01

   Audited query mix across Search, Shopping, and PMax to isolate where branded demand was being misattributed

2. 02

   Created a dedicated brand campaign and tightened negative-keyword controls across non-brand surfaces

3. 03

   Rebuilt campaign structure around category logic and merchandising priority

4. 04

   Introduced n-gram review to remove recurring waste patterns from search terms

5. 05

   Split promotional inventory from core catalog so budgets could reflect business intent

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.

The biggest issue was not simply that performance was uneven. The account structure made it difficult to understand what was truly driving demand.

Once branded demand was isolated and category logic was restored, the account became easier to scale and easier to read.