- Client
- Confidential
- Industry
- Home & Sleep Products eCommerce
- Market
- Romania
- Timeline
- 3 months
- Services
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- Google Ads
- Standard Shopping
- Performance Max
- Campaign Optimization
Project overview
The client is an online retailer specializing in mattresses, pillows, duvets, bedding, and other products for better sleep.
In Romania, the objective was to reduce the cost per sale while increasing sales from new customers. At the same time, the client needed to maintain control over performance across its priority product categories.
Our review showed that the existing Google Ads setup could use the available budget more effectively. Product groups needed clearer separation, priority categories required closer control, and automated campaigns could be used more deliberately across the rest of the catalog.
We restructured the account using Standard Shopping and Performance Max for separate product groups, with each campaign type serving a different purpose.
Within three months, CPA decreased by 30%, while sales from new customers increased and ROAS improved.
The starting point
The account needed better control over where the budget was going
The client was already advertising in Romania, but several issues were limiting efficiency.
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High CPA
The cost per sale was high, particularly across important product categories such as mattresses and pillows.
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New customer growth
The client wanted to generate more sales from new customers in Romania, not only improve performance among existing demand.
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Budget allocation
The advertising budget needed to be distributed more effectively between campaigns and product groups.
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Product overlap
Product groups needed clearer separation between campaigns to avoid unnecessary internal competition.
The task was to improve efficiency without losing control over the products most important to the business.
What success had to look like
The primary objective was to reduce CPA while increasing sales from new customers in Romania.
Three measures mattered:
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Lower CPA
Reduce the average cost required to generate a sale.
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More sales from new customers
Increase the contribution of first-time customers to overall sales.
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Higher ROAS
Generate a stronger return from the Google Ads investment.
These became the measures we used to evaluate the new campaign structure.
Approach
A different campaign role for different product groups
We divided the catalog between Standard Shopping and Performance Max instead of placing overlapping product groups across both.
For priority categories such as mattresses and bedding, we used Standard Shopping. Products were segmented by brand and type, giving us more direct control over bids and spend.
For pillows, duvets, and accessories, we used a separate Performance Max campaign. This allowed broader automated distribution across Google while keeping these products separate from the Standard Shopping structure.
The separation also made budget allocation clearer. CPA and ROAS were monitored across the campaigns, and investment was adjusted according to performance.
What we changed
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Priority products moved into a controlled Shopping structure
Mattresses and bedding were structured in Standard Shopping and segmented by brand and product type.
This gave us closer control over bids and spend across the priority categories.
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Separate Performance Max coverage
Pillows, duvets, and accessories were assigned to Performance Max.
Keeping these products separate allowed us to use PMax without creating unnecessary product overlap with the Standard Shopping campaigns.
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Product groups no longer competed across both structures
Each selected product group had a defined place in the account.
This made campaign performance easier to evaluate and reduced unnecessary competition between Standard Shopping and Performance Max.
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Budget followed performance
CPA and ROAS were monitored continuously, and budget allocation was adjusted according to campaign performance.
This allowed more investment to go toward the campaigns delivering stronger results.
Results
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−30%
CPA
Cost per sale decreased by 30% within the first three months.
Lower acquisition cost
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+23%
New customer sales
Sales generated from new customers increased by 23% in Romania.
Growth in first-time customer sales
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758%
ROAS
Return on ad spend reached 758% following the account restructuring.
€7.58 generated per €1 spent
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+19%
Revenue
Revenue increased by 19% during the three-month period.
Measured across the same comparison period
