Regional Jewellery Brand
PMax plus Standard Shopping restructure that lifted blended ROAS from 2.8x to 6.1x in four months.
Services
Google Ads Management, Performance Max, Google Shopping, Merchant Center
Timeline
4 months, ongoing
Led by
Nazir Abbas
The numbers
6.1x
Blended ROAS
up from 2.8x
+142%
PMax + Shopping revenue
four-month rolling
-38%
Branded Search CAC
once PMax cannibalisation stopped
98%
Merchant Center feed health
active SKUs, from 76%
Overview
A regional jewellery brand selling across UAE, KSA, and Kuwait was running a single Performance Max campaign at default settings alongside branded Search. PMax was cannibalising branded traffic, Shopping had no feed strategy, and blended ROAS had drifted from 4.5x at launch down to 2.8x over 18 months.
The challenge
Where they started
- !
Blended ROAS drift from 4.5x to 2.8x over 18 months on a single-PMax setup.
- !
PMax cannibalising branded Search traffic without proper negative-keyword layering.
- !
Merchant Center feed with weak product titles and missing GTINs on 20 percent of SKUs.
- !
No coordination between Standard Shopping and PMax; both bidding on the same SKUs.
Our approach
What we did
01
Merchant Center feed rebuild
Product title rewrite for search-intent match, GTIN completion, image standards enforcement, and promotional feed setup for sale badges and Merchant Promotions.
02
PMax architecture rebuild
Multiple PMax asset groups by product theme (fine jewellery, everyday, gifting), audience signals from customer match lists, and account-level negatives to protect branded Search.
03
Shopping and PMax coordination
Standard Shopping on Priority Bidding = High for top-margin SKUs, with product exclusions in PMax so campaigns never compete on the same SKU.
04
Cross-market coordination
Separate Merchant Center feeds for UAE, KSA, and Kuwait with market-appropriate pricing, shipping, and language. Coordinated cross-market budget allocation weekly.
“The PMax audit alone paid for the entire engagement in the first month. Structure fixed things we thought needed more budget.”
E-Commerce Director
Regional Jewellery Brand
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