A luxury jewellery house, scaled into structure.
The account was running PMax and multiple Search campaigns side by side with no negatives, no placement exclusions, and no audience signals worth speaking of. Every campaign was hoovering up brand searches at brand prices while pretending to be prospecting. Conversion tracking was inaccurate, the attribution windows were wrong, and the reporting could not tell the difference between a returning brand fan and a cold prospect. The numbers looked fine on paper. The structure underneath was a mess.
Split brand from non brand, then segment PMax into multiple asset groups with thousands of negatives and exclusions so every campaign only chases what it is supposed to chase.
Pulled 12 months of search terms, placements and asset performance to map exactly where brand traffic was being absorbed across PMax and Search. Identified every campaign and asset group inflating numbers off existing brand demand.
Reset conversion windows, fixed double counting between Google Ads and GA4, validated revenue values against Shopify, and reconciled attribution so every dollar reported was a dollar earned.
Carved out a dedicated brand Search campaign. Freed PMax and generic Search from chasing demand they did not earn, and gave reporting a clean view of true prospecting performance.
Broke PMax into multiple asset groups by product line and intent, each with its own audience signals, creative pool and geo focus. No more catch all asset group quietly eating budget.
Built out thousands of negative keywords and placement exclusions across the account to block irrelevant queries, junk app inventory and low quality display placements.
The numbers since taking over
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