92% More Conversions and 110% More Revenue In Just 14 Days
Business Overview
A DTC brand in the Swedish candy niche was running Google Ads on a single Performance Max campaign that mixed branded and non-branded traffic together, making it nearly impossible to grow beyond existing customers. Within 14 days of restructuring the account, conversions and revenue both jumped sharply, with most of the growth coming from new customers.
Quick Account Overview
The Challenge
The account was running on a single Performance Max campaign that combined branded and non-branded traffic. Since PMax tends to chase the easiest conversions first, most of the spend and results were coming from people who already knew the brand and were searching for it directly. The account looked fine on the surface, but it was barely reaching new customers, and revenue growth had stalled as a result.
The Approach
01
Separate Brand From Non-Brand
The single PMax campaign was split into dedicated Brand Search and Non-Brand Search campaigns, giving full control over how much budget went toward existing brand searchers versus people discovering the brand for the first time.
02
Build A Non-Branded PMax Campaign Focused On New Customers
A separate Performance Max campaign was created for non-branded traffic, with its bidding goal set specifically toward new customer acquisition. This pushed budget toward audiences who hadn’t bought from the brand before, instead of competing with brand campaigns for the same easy wins.
03
Let The Structure Do The Work
With brand, non-brand search, and non-branded PMax now running separately, each campaign could be measured and optimized on its own. Budget that was previously buried inside one PMax campaign could finally be directed toward what was actually driving growth.
The Results
Within 14 days of this restructure, conversions increased by 87% and revenue increased by 103%, with 86% of total conversions coming from new customers, proof that the account was finally reaching beyond its existing customer base.
Testimonial
Viral exceeded expectations in both technical execution and strategic thinking. He successfully navigated Google Ads policies and approvals, set up the account correctly, and optimized campaigns with a clear focus on performance and compliance.
His website and funnel suggestions were logical, conversion-driven, and aligned with best practices. Communication was prompt and professional, and he clearly understands how Google Ads works beyond just basic setup. Very reliable, knowledgeable, and easy to work with. I would absolutely work with him again.
Owner of Swedish Candy Store
