Author: andrey
Project overview
PlataCard, a fast-growing credit card startup in Mexico, offers several customer-focused features that set it apart in the market. It provides a substantial credit line of up to $200,000 MXN with a competitive 30% interest rate, making it appealing for those looking for higher spending power.
Challenges
The client struggled to scale the account with their current setup. The goal was to significantly increase the number of conversions while decreasing the overall CPL. Additionally, the client had a bad experience scaling a P-Max campaign, which led them to shut it down.
Solution
- P-Max Campaign Scaling
A new P-Max campaign was launched with the right audience signals and assets, using offline conversions as the primary signal. Over time, we successfully scaled the ad spend by 20 times. With the help of a custom script, we maximized P-Max insights, correctly analyzed asset performance, and optimized negatives through the requested negative list, which we applied to the campaign.
- New Search Campaigns
We successfully introduced new search campaigns, which helped to increase the number of conversions
- Offline Conversion Value
With the introduction of offline conversion value, we were able to obtain the most accurate data and optimize the campaign to achieve the optimal ROAS.
Results
- Increase of the Number of Conversions – The number of conversions increased nearly 5 times over a 3-month period.
- Ad Spend Increase – While we successfully scaled the newly created P-Max campaign by nearly 20 times, the overall ad spend of the account increased by almost 10 times.
- Offline Conv. Value – The introduction of offline conversion value changed the way we optimized the campaigns, providing us with more accurate data to target qualified leads.
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Project overview
LitterBins is a UK based company with over 20 years of experience supplying and manufacturing bins to domestic, trade and public sectors.
Challenges
The client wanted to use Shopping placements to promote B2B-type products and also increase their presence in Free Listings. The products from Shopify were imported via the native Google & YouTube app without any additional changes to the attributes. The current campaigns targeted all the products without segmentation. For Shopping, the client used a PMax campaign, primarily focused on acquiring traffic for low-priced products. High Average Order Value could lead to the situation where the client could receive 1-2 purchases monthly which cover monthly costs.
Solution
- Conversion tracking with 1 Symprosys
The number of purchases was mismatched with the data we saw in Shopify using UTM parameters, so we switched to custom pixel tracking provided by Simprosys.
- Add to cart conversion
With 1-2 purchases monthly tROAS smart strategies weren’t available for Shopping campaigns, so we added add to cart conversion with a lower Conv. value to provide more signal to Google
- Shopping query filtering system
To focus only on the most relevant queries we created three campaigns with a shared budget, different bids (using tROAS), and priorities to bid more on the most relevant keywords.
- Feed Optimization
Using Simprosys and Supplemental feed we filled empty attributes and prepared well SEO optimized titles.
- tROAS adjustments, Product and Search Term research
To ensure profitability, we regularly updated the product list, making sure to showcase only bestsellers. We also adjusted semantics to target the most relevant keywords and modified tROAS targets when we had the capacity to scale or needed to maintain profitability.
Results
- Scaled Campaigns – We increased monthly spending 4x with a stable ROAS over 333%
- Increased quantity of purchases – 1-2 Purchases increased to 10-20 purchases monthly with high AOV
- B2B oriented setup – Instead of targeting low-priced products with generic keywords, we target B2B oriented bins with high intent keywords.
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
- 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.
- 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.
- 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.
- 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.
- 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.
Project overview
Proactive-Healthcare is an online retailer of supplements and vitamins and other health wellness products distributor based in the UK.
Challenges
Running ads for healthcare products isn’t easy. Margins are tight, competition is brutal, and strict advertising rules mean you can’t always promote your best-sellers. Proactive Healthcare was feeling all of this. Their ads were running, but the numbers weren’t working. Smart bidding was pushing CPCs too high, eating into their already slim margins. Some of their best-selling roducts kept getting disapproved, cutting off a major source of revenue. And in such a crowded market, simple campaigns just weren’t enough to break through.
Solution
- Built a solid foundation with fully functional tracking and optimized product feed.
- Addressed +700 SKUs with disapprovals due to policy restrictions, ensuring more products could be advertised.
- Analyzed backend sales data to identify and scale high-revenue products.
- Adjusted product feed to prioritize high-converting products.
- Implemented accurate tracking using Google Tag Manager and GA4 Ecommerce reporting.
- Segmented products based on past performance to optimize campaign structure.
- Removed disapproval-causing terms and refined product titles and descriptions for better search relevance.
- Started with Manual CPC to gain initial data, then transitioned to Max Conversion Value bidding.
- Shifted from P-Max to Standard Shopping Campaigns with strategic product segmentation.
Results
- 25% Conv. value increase – With more products approved, 25% more sales were registered in one calendar year.
- Disapproved Products Decreased from 63% to 18% – Including bestsellers, that helped to get more revenue from a lower cost.
- 50% Cost Decrease – Any instance of unprofitability was cut out, spend was going on products that had enough margins to be profitable, resulting in more revenue registered from lower cost.
Project overview
The StoryKeeper platform preserves stories – physically and virtually – for generations to enjoy
Challenges
The client approached us to help improve their Google Ads campaigns for the peak season from November to December. The challenge was to drive the right traffic and increase purchases during this period by leveraging previous years’ data to adjust bids efficiently. Additionally, the client wanted to launch multilingual campaigns in Italian, Spanish, French, and German to target a broader audience.
Solution
- Account Structure
We launched new search campaigns in multiple languages, ensuring the use of the right keywords, ad copies, and assets tailored to each language.
- Data Analysis
By analyzing previous years’ trends and metrics, we identified the best-performing keywords and adjusted bids accordingly to maximize returns.
- P-Max Insights
We implemented a custom P-Max script to gather insights and optimize asset groups. Additionally, we created a negative keyword list for each P-Max campaign to effectively manage and exclude irrelevant traffic.
Results
- Revenue Tripled – Compared to the previous year’s data, revenue tripled during the peak season.
- Effective Account Structure – The new account structure allowed for better optimization and performance management.
- Strong ROAS – The campaigns maintained a ROAS of around 220%, ensuring efficient ad spend and maximized profitability.