In fact, in just the first two and a half months of 2024, they matched their entire revenue from last year. The account is on track for 1.5 million in revenue generated this year.
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Here is our play-by-play guide plus the actionable strategies you can apply to your brand.

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1 → Modernising an Outdated Campaign Strategy

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The client was still relying on standard Shopping and Search campaigns, tactics that would have been great three years ago, but failed to leverage the full power of Google's evolving ad platform.
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Keaton knew that migrating to Performance Max campaigns was essential to tap into Google's advanced algorithms and machine learning.
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Configuring it to exclude branded searches from the campaign helped ensure that fresh customers were targeted and budget was conserved. When set up properly, Performance Max can be a powerful tool.
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“The reason Performance Max is so good is because it gives us the benefit of taking advantage of Google's algorithm and its automatic learning. We can also give it audience signals, which wasn't possible with standard shopping campaigns. It's incredibly effective for targeting. ”
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Keaton Open, PPC Account Manager at Public Nectar
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By carefully crafting asset groups around key search themes, in-market audiences, and customer lists, Public Nectar gave Google's AI the ideal starting point to identify and engage high-value prospects.

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2 → Gaining Granular Control Over Ad Spend

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Another major roadblock was the client's lack of control over their ad spend. With only a handful of overly broad campaigns, spend allocation was far from optimal for their 100,000+ product catalog.
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Our solution was to progressively break down the campaigns into more granular Performance Max structures. Each product type got its own dedicated campaign with tailored budgets and ROAS targets.
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This granular control became critical as Public Nectar scaled the account's ad spend.

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3 → Precision Profitability Through ROAS Targets

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The final piece of the puzzle was accounting for the client's varying profit margins across different product categories. A one-size-fits-all ROAS target simply wouldn't suffice.
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Using the client's business data, Keaton grouped products by margin and assigned each their own precision ROAS targets in Google Ads. Low-margin products were assigned more aggressive targets to ensure profitability, while high-margin products could sustain a lower ROAS.
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Daily profit tracking provided the real-time feedback needed to continually sharpen these targets.
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"Being able to control these ROAS targets individually per campaign was the game changer in the performance for this account"