At CDStyle.lt, a Lithuanian client we’ve been collaborating with for over two years, the objective was clear: develop Google Ads campaigns to increase online sales. This client case, managed by Julita, illustrates how Performance Max campaigns transformed results during, but especially after Black Friday.
CDStyle specializes in selling interior objects. They offer a wide range of products, including decorative items, home textiles, office accessories, and gifts.
Context: Optimizing Google Ads Campaigns
Before the recent changes, which we’ll discuss shortly, CDStyle derived most of its advertising results from brand campaigns, which performed well on Google Ads. These campaigns generated up to 90% of sales during peak seasons.
But since we never settle for just good results at Donutz, we wanted to reboost growth and reach new audiences and market segments, without sacrificing ROI. This is often the concern with brand campaigns on Google Ads, which can quickly reach a limit: they capitalize on an already “acquired” audience. We regularly discuss these types of topics in our podcast:
Our Strategy: Performance Max Campaigns
Performance Max is an advertising solution offered by Google Ads for a few years now. This solution uses artificial intelligence to reach relevant audiences for your brand. These campaigns display your ads in multiple places simultaneously (classic Search as you know it, YouTube, Display, Gmail, Discover…).
PMax analyzes data in real-time and adapts the bidding strategy, placements, and visuals automatically to achieve the best possible results based on your objective. The main advantages of this type of campaign are the presence across different Google channels, automation, and advanced targeting.
For CDStyle, we implemented two tactics:
- Brand campaigns: to maximize results with existing customers and strengthen brand awareness.
- PMax campaigns: to capture new audiences, often inaccessible through brand campaigns.
The goal was to use the power of AI to reach users at different points of the customer journey: active search, product discovery, or brand awareness.
Adjusting the Google Ads Strategy
After a few weeks, Julita realized that the Performance Max campaigns were significantly outperforming the brand campaigns, which historically worked very well but were starting to underperform. She therefore decided to pause the brand campaigns to allocate resources to PMax campaigns.
To leverage the history of success from brand campaigns I mentioned, she identified specific keywords that had contributed most to conversions in the past. Then she integrated these keywords into Performance Max campaigns as audience signals, allowing the AI to prioritize users with high purchase intent.
Result: more precise targeting, more qualified prospects, and unexpected results!
The Results
These strategic choices led to remarkable results, with conversions skyrocketing at the end of November and continuing into December, well after Black Friday.
Here’s the evolution of clicks (blue) and conversions (red) in November 2024, after implementing the new strategies mentioned just above:
Google Ads Performance Max campaigns can be a real strategic lever for advertisers looking to maximize their ROI. Thanks to a data-driven approach and continuous optimization, CDStyle.lt not only reached but exceeded its objectives, achieving record sales during Black Friday.
Would you also like to be assisted with Google Ads? Let’s discuss!
