Search Transformation: Turning One Campaign into a Growth Engine
Media
A consumer electronics retailer had an ambitious target of 13:1 ROAS in one of Australia's most competitive retail categories. Their existing setup — a single catch-all campaign grouping all products together — couldn't deliver the visibility or control needed to hit it.
Results
Here's a snapshot of the outstanding results achieved:
13:1+
ROAS
+7%
ROAS up yoy
+33%
Revenue yoy
+13%
CTR
$0.72
CPCs
Record sales months
value
The Challenge
- One broad campaign with no visibility into which categories or regions drove returns
- No ability to scale winners or cut underperformers
- Highly competitive market with global brands and discount retailers
What We Implemented
- Made Performance Max the cornerstone of the strategy, paired with value-based bidding
- Segmented campaigns by four geographic regions to reflect demand patterns and store footprint
- Segmented by 13 product categories, each with tailored search themes and audience signals
- Created a 52-campaign structure (13 categories × 4 regions) for granular budget control
- Used Maximise Conversion Value bidding to direct automation toward high-value transactions
- Built tailored creative asset groups per category to lift ad relevance and PMax ad strength scores
The Takeaway
Replacing a broad, undifferentiated campaign with a structured, segmented framework gave Google's AI better inputs — and delivered sharper, more scalable results.
Some of our clients
