How we rebuilt a broken Google Shopping architecture and unlocked millions in untapped revenue for a global sportswear leader.
$0M
Incremental Revenue
90 days
Time to Result
+312%
ROAS Improvement
The Challenge
The client had over $1.1M in monthly Google Shopping spend hemorrhaging into non-converting broad match terms. Their product feed had 47,000 SKUs with zero segmentation — best-sellers were competing against clearance items for the same budget. Attribution was broken across devices. Their in-house team had inherited the account from a previous agency and nobody knew why the structure existed.
Our Approach
We ran a full spend audit against conversion data across 24 months. Identified that 68% of spend was going to products with a 0.4x ROAS or lower. Mapped every SKU to margin tier, inventory depth, and conversion rate.
Segmented the entire product catalog into 6 priority tiers. Built a custom label system in the feed that allowed us to push budget dynamically toward high-margin, high-velocity SKUs. Eliminated 23 overlapping campaigns.
Launched PMax campaigns on the top 200 SKUs with tightly controlled asset groups and audience signals based on first-party CRM data. Excluded all low-margin products to prevent cannibalization.
Migrated from Target ROAS to a custom value-based bidding model factoring in margin. Fixed the cross-device attribution gap by implementing enhanced conversions and data-driven attribution.
The Results
Incremental Revenue
Generated in the first 90 days post-restructure
ROAS Improvement
From 0.9x to 3.7x blended Google Shopping ROAS
Wasted Spend Eliminated
Redirected to high-margin, high-intent terms
New Blended ROAS
Up from 0.9x at account takeover
"Aviron didn't just optimize our campaigns — they completely changed how we think about Google Shopping. The difference between before and after is night and day. We've never seen returns like this."
VP of Digital Marketing
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