Australian bamboo mattress toppers. Less spend, more return, on purpose.
Strongest PMax theme runs at 23x. Comfort queries sit between 23 and 27x.
An Australian sleep ecommerce brand with a brief most clients never agree to: pull spend back, hold revenue, lift the return.
The account was spending its way to revenue without knowing where the real money came from.
Brand and generic tangled together, PMax running as one undifferentiated bucket.
Most clients want you to spend more. This one asked me to spend less and prove the account could stand on its own.
Rebuilt Performance Max into intent based asset groups. The restructure surfaced where the real margin lived: the strongest theme now runs at 23x ROAS, with comfort queries like thick, soft, and cooling sitting between 23 and 27x on small budgets.
Separated brand search from generic so each could be judged on its own numbers. Brand finally pulled its weight, and generic showed exactly where the incremental money was.
Cut spend deliberately, held revenue, and lifted the monthly return from 4.95x to a 7.13x peak. Spend is now scaling back up on purpose, without breaking what was built.
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