The situation

• Monthly ad spend: $30,000

• ROAS: 2.8x (declining)

• Revenue had plateaued for 4 months

• Every attempt to increase spend resulted in worse efficiency

• Seasonal demand (spring/summer) wasn't being captured effectively

What the previous agency had done

• Basic Shopping campaigns only

• No Performance Max campaigns

• Generic feed with missing attributes

• No seasonal bidding strategy

• Campaign structure hadn't been updated in 18 months

What We Found (The Audit)

Within the first week, we identified three critical issues:

1. Shopping Feed Was Severely Limited

• Missing 12 key product attributes (material, color, dimensions, weather resistance)

• Generic product titles ("Outdoor Chair" instead of "Teak Patio Lounge Chair - Weather Resistant")

• No seasonal labels or custom labels for bidding

• Result: Impression share was only 42% of potential

2. No Multi-Channel Strategy

• Only running standard Shopping campaigns

• No Performance Max (missing 30-40% of incremental reach)

• No YouTube or Display remarketing

• Result: Leaving massive revenue on the table

3. Zero Seasonal Strategy

• Same bids year-round despite 3x higher demand April-August

• No promotional calendar aligned with outdoor living season

• Budget wasn't flexing with demand

• Result: Missing the highest-intent buying periods

The Strategy

Phase 1: Feed Optimization (Week 1-2)

What we did:

• Added 12 missing product attributes to Shopping feed

• Rewrote all product titles with search-optimized descriptions

• Created custom labels for margin-based bidding (high-margin dining sets vs. volume accessories)

• Implemented seasonal labels for spring/summer promotion alignment

Immediate impact:
Impression share increased from 42% to 68% within 2 weeks—same budget, 60% more visibility.

Phase 2: Campaign Expansion (Week 3-4)

What we did:

• Launched Performance Max campaigns (separate budget from Shopping)

• Structured campaigns by product category (dining, lounge, accessories) instead of generic "all products"

• Implemented audience segmentation (new vs. returning visitors, high-intent vs. browsing)

• Set up YouTube remarketing for cart abandoners

Result:
Performance Max delivered 32% incremental revenue on top of Shopping campaigns - not cannibalization, true expansion.

Phase 3: Seasonal Strategy (Month 2-3)

What we did:

• Built dynamic bidding calendar aligned with outdoor living season

• Increased budgets 40% in April-June (peak demand)

• Launched "Patio Season" promotional campaigns

• Adjusted product mix focus (dining sets in spring, lounge furniture in summer)

Result:
Captured seasonal demand surge without efficiency drop. ROAS actually improved as we scaled spend.

Phase 4: Continuous Optimization (Month 4-6)

What we did:

• Weekly bid adjustments based on performance data

• A/B testing of product imagery in Performance Max

• Landing page recommendations (reducing friction in checkout)

• Monthly strategy sessions to align on growth goals

Result:
Sustained growth with consistent ROAS improvement.

Results After 6 Months

+183%

+50%

ROAS:
2.8x → 4.2x

Ad Spend: $30,000/month → $85,000/month (+183% increase)

+$273K

Monthly Revenue from Google Ads:
$84,000 → $357,000

+50%

Impression Share:
42% → 81%
(Nearly doubled visibility in target market)

"We tried to scale for almost a year with our previous agency and kept hitting walls. Inna came in, immediately identified what was broken, and fixed it systematically. The seasonal strategy alone changed our business - we actually captured the spring rush for the first time in three years. We're finally growing again, and profitably."

Liam Reekers

★★★★★

What made this work

• Feed quality is everything for Shopping campaigns. Most brands leave 30-40% of impression share on the table due to incomplete or generic feed data.

• Performance Max isn't a replacement for Shopping - it's additive. When structured properly, it captures incremental demand without cannibalizing existing campaigns.

• Seasonal strategy is critical for outdoor living brands. Fixed budgets year-round miss the massive spring/summer demand surge. Dynamic bidding captures it profitably.

• High-AOV products need different strategies than low-AOV. Outdoor furniture buyers research for weeks before purchasing. Remarketing and multi-touch attribution are essential.

Could This Work For Your Brand?