Challenge
Building Materials came to Verdure Media with a challenge: despite competitive pricing, their Shopping performance was underwhelming. Their entire 36,000-product inventory was running through a single Performance Max (PMax) campaign, limiting strategy control, feed precision, and tailored creative. The product feed itself lacked optimised titles, attributes, and segmentation — restricting performance across all fronts.
Solution
Verdure Media partnered closely with the client’s team to fully understand their product landscape — specifically the margin profiles across different product categories and the patterns that led to hybrid baskets at checkout. This insight was key to identifying where revenue was being diluted and where the highest-value opportunities lay.
Armed with this data, we went beyond optimising for in-platform ROAS alone. The strategy focused on both performance and commercial value — restructuring PMax campaigns to reflect margin tiers and behavioural purchase trends, rather than treating all products equally.
We also overhauled the product feed to enhance auction signals, ensuring titles, descriptions, and attributes were fully optimised for both relevance and segmentation. This allowed us to:
- Expand visibility into previously underperforming but high-potential categories
- Deliver creative and messaging aligned to shopper intent
- Allocate budget dynamically across margin-positive segments
- Reduce wasted spend on low-intent, catch-all queries
By aligning product structure with performance data and business objectives, we delivered a campaign ecosystem that not only scaled conversions and revenue — but did so efficiently, with long-term strategic sustainability.
Impact
- +174% Impressions
- +239% Conversions
- +120% Revenue
- +30% Gross Revenue vs original model
- Cost efficiency improved through lower CPCs, higher conversion rates, and a more strategic approach to qualified traffic. ROAS is still being monitored due to platform learning cycles, but early results show a high-value growth trajectory across all key metrics.