UK · Furniture eCommerce · Performance Max · Account rebuild
How We Rebuilt LA Design Concepts' PMax Account — A Single-Account Walkthrough
LADC came to us with a single default Performance Max campaign covering the full catalogue at one ROAS target. Inside seven months, the rebuild delivered +1,066% revenue growth — by treating PMax as four disciplines, not one campaign.
1. Feed restructure
The first 30 days were spent inside Merchant Centre, not Google Ads. Custom Labels 0–2 were populated with AOV bands, margin tier, and hero-product flags. Product titles were rewritten from human-readable to algorithm-readable: brand + product type + key attribute + size + material. Image standards were tightened to white-background single-product hero shots. Without this, the asset group segmentation that came next would have had nothing to operate on.
2. Campaign segmentation
The single PMax campaign was split into three asset groups by AOV band — hero products, margin SKUs, and long-tail. Each group ran on its own ROAS target band tuned to category economics. High-AOV furniture stopped being throttled to the same ROAS as low-margin accessories.
3. Audience signal layering
First-party customer lists were uploaded for each AOV cohort. Lookalikes built from high-value buyers fed the hero asset group. In-market segments and broad website-visitor cohorts seeded the long-tail group. The algorithm stopped training on nothing for the first 30 days — it started with directional intent.
4. Bid strategy by category economics
Each asset group operates as its own ROAS target band — not one account-wide number. Hero products run aggressively against high-intent searches; margin SKUs run on tighter ROAS to protect contribution; long-tail runs on volume to feed the algorithm. The compounding effect over the first 90 days is what unlocked the seven-month growth curve.
LA Design Concepts
ladesignconcepts.com
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