Google Ads Campaign Creation & Optimization
Background and Goals
This project involved creating and optimizing a Black Friday Performance Max (PMax) campaign for a high-end furniture retailer. We moved from outdated campaigns to a data-driven, AI-powered PMax system to take advantage of peak seasonal demand. The campaign aimed to boost conversion value through targeted audience signals and high-quality creative assets. The results exceeded expectations, delivering an impressive 11.33x ROAS during the campaign period.
Google Ads
Main engine for PMax and Smart Bidding.
Canva
Over 50 unique creative assets, including Price Drop overlays and Black Friday countdown banners.
Google Tag Manager
Client-side tracking and Google conversion linker.
Elevar
Server-side tagging for Google Ads conversion via Shopify integration.
Google Merchant Center
Supplemental feed to add Black Friday Sale labels to product titles.
Approach, Architecture &
Key Decisions
We launched a new campaign with Performance Max strategy so Google ML could allocate budget in real time across YouTube, Search, Shopping, and Discover.
Campaign objective: Maximize Conversion Value with fixed daily budget. We created themed asset groups (e.g. Canvas Collection) with Black Friday offers. Audience signals: Customer Match (past 12 months buyers), Custom Intent (competitors and high-intent phrases like minimalist modular sofa, abstract wall art sale).
Using GTM with Elevar Shopify server-side tracking we set up full conversion tracking for Google Ads. Enhanced Conversions: first-party user data (email, phone) captured at checkout, normalized and SHA-256 hashed via GTM, sent with purchase and checkout conversions. Dynamic value, currency, order ID, and product-level data passed. Merchant Center connected via Google Sheets feed for product-based advertising.
Outcomes & Impact
Outcomes & Impact
Financial Impact
Fixed daily budget $100; total investment $3,000; total return $34,000. ROAS 11.33x. Exceeded client expectations.
Accuracy & Reliability
Enhanced Conversions increased tracked revenue that would have otherwise gone unreported.
Creative Performance
20 images and 15 headlines led to Excellent Ad Strength rating and lower CPC vs industry average.
Extensions / Future Work
Scaling
Increase daily budget to maintain 11x ROAS and capture more market share.
Seasonal campaigns
Box Month/New Year sale and similar events.
Retention
Use campaign data to build remarketing lists for upcoming product launches.
Artifacts & Visuals
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