Project overview

StencilsMoney is an e-commerce project with a lead generation-focused product selling laser-cut stencils that is customizable for each client.

Challenges

The account was set up by the client with the help of a Google Rep—essential setup with PMax, broad match, and many options that offer no control without additional profit. The main focus was on shopping campaigns using PMax full-asset. At the same time, the shopping feed  required adjustments for incorrect attributes, misspellings, availability issues, and images.

Solution

1. Shopping Feed Optimization

Adjustments to titles and descriptions to align with search terms and key benefits. Promotions and delivery descriptions were also excluded. Availability was corrected (changing “in stock” to “preorder” with a scheduled update), along with sizes.

2. Campaigns segmented by Geo

We noticed that smaller cities generate more  revenue compared to major cities like New York. We segmented campaigns into three sets of cities with different ROAS targets, ranging from low to high.

3. Conversions adjustments

We added a fixed conversion value for “Add to Cart” to use alongside purchases, ensuring that revenue numbers are not inflated when a purchase hasn’t actually occurred. Additionally, we excluded extra purchases from Primary conversions to prevent duplicate conversions.

4. Focus on search campaigns

We added a fixed conversion value for “Add to Cart” to use alongside purchases, ensuring that revenue numbers are not inflated when a purchase hasn’t actually occurred. Additionally, we excluded extra purchases from Primary conversions to prevent duplicate conversions.

5. Ad Group tROAS adjustments

We have approximately 6,000 keywords with applied ad customizers allocated to different semantic groups. Despite our primary source being the term “custom stencils,” we have established a strong semantic core using the most relevant headlines, eliminating the need for daily negative keyword research to exclude irrelevant terms.

Results

• 2024 vs. 2023 results – +749% Revenue from Paid Channels, +$150,000 from Paid Channel, and +180% or +$200,000 in total revenue
• Quarterly results – Stable revenue growth of 20%, approximately $15,000 in additional revenue
• Total Control – We defined semantic, geographic, and performance patterns, which we manage through bid adjustments rather than exclusions.