Overview
A niche retailer of waterproof/home‑lifestyle TVs wanted to grow non‑brand search revenue in a competitive market. Search was over‑indexed to brand terms; Shopping lacked granular control by size/model.

Challenges

• High CPC category with comparison shoppers

• Undifferentiated Shopping structure (mixed sizes, margins, and stock statuses)

• Inconsistent query quality; limited coverage on high‑intent non‑brand

Strategy
Build a non‑brand search + Shopping spine for cold intent and pair with disciplined bidding.

• Search: intent clusters (size + use‑case + location), add price/margin modifiers via ad strategy

• Shopping: split by size/category/margin labels; ensure GTIN/MPN for better match; exclude low‑margin bleeders

• Bidding: start with tCPA/tROAS hybrids; move winners to higher budgets; cap remarketing

• Measurement: call tracking + GA4 events to capture phone‑driven sales interest

Execution Highlights

• Ad copy focuses on differentiators (IP‑rating, installation support, warranty, delivery lead times)

• Structured negatives to remove DIY/how‑to traffic and irrelevant AV terms

• Seasonal pushes (renovation peaks) and promo extensions tested

Results (90–120 days)

• +25–35% conversions from non‑brand traffic at target efficiency

• +35–45% Google Ads revenue overall (with stable ROAS)

• ‑15–25% CPA on priority categories (by size)