Just as baby products have come on in leaps and bounds, so too has PPC, and Lesters thought that they could be missing out.   As it turns out, they were right!   Having an office presence in Manchester city centre, we were delighted to partner with another established business in the area, so we wasted no time in getting started.

We immediately spotted a very familiar issue that was contributing to this pattern. Google Ads Performance Max combined with Automated Bidding is extremely powerful, but flawed. Without proper management, the system often neglects key products while continuing to spend on unprofitable ones. This issue is pretty typical of many accounts that we audit, but addressing it requires both Performance Max expertise and specialised tools.   We also highlighted Lesters’ Shopping feed as an area that urgently needed attention. Essential attributes like complete titles, brand, age group, and Google Product Category data were missing from all their products, severely limiting their visibility and ranking in Search and Shopping auctions.   Finally, we saw that their Performance Max campaigns lacked first-party data for AI audience targeting, had subpar image assets, and no video content! There was really no wonder why Lesters’ PPC activity had reached its glass ceiling, but we knew how to break through it.

To combat these limitations, we deployed an advanced dynamic Performance Max and Shopping structure that restricted spending on underperforming products while increasing bids on successful ones. Simultaneously, we gathered performance data on zero-click products to uncover new revenue opportunities and ensure Performance Max gave these products fair exposure, aiming to improve profitability and discover scalable value.   With Black Friday just 60 days away, we were conscious that we were on a tight deadline. We therefore rapidly optimised their Shopping feed using our optimisation tool, focusing on products based on past performance. We also completely rebuilt Performance Max with enhanced targeting, high-quality images, video content, and first-party data integration.   The enriched data we’d applied to the product feed swiftly drove higher visibility against competitors. We also saw early evidence of the success of our feed optimisations when a highly profitable (but low click) product gained a 600% boost in revenue. Many zero-click products subsequently became eligible for bidding and started delivering high-ROAS too.   Lastly, we added a cherry on top and provided Lesters with a bespoke 12-month product-popularity dashboard, revealing how product interest shifts over a yearly period, on all channels. This added further value to their business that went beyond just our PPC channel activity.