The 31-Day Google Shopping Rescue Plan: How We Turned -82% ROAS into +143%

The 31-Day Google Shopping Rescue Plan: How We Turned -82% ROAS into +143%

When a luxury homewares brand approached us with their Google Shopping campaigns in shambles, their previous agency had a simple solution: "Spend more on Performance Max."

Here's exactly how we turned things around - without touching their budget.

The Starting Point

Account Overview:
• Monthly spend: £45,000
• ROAS: -82%
• Impression share: 12%
• CTR: 2.1%
• Average order value: £280

Key Issues:
• Automated feed management
• Poor campaign structure
• Missing tracking setup
• Weak audience signals

Week 1: Emergency Rescue

Day 1-3: Feed Overhaul
Before:
• Generic product titles
• Missing attributes
• Poor variant structure
• Automated descriptions

The Fix:
• Rebuilt title structure
[Brand] + [Product Type] + [Material] + [Colour]
• Added missing attributes
• Fixed variant hierarchy
• Wrote proper descriptions

Day 4-7: Tracking Clean-up
• Fixed conversion tracking
• Implemented enhanced ecommerce
• Added proper attribution
• Set up value tracking

Initial Results:
• ROAS improved to -35%
• CTR up to 2.8%
• Disapprovals dropped 62%

Week 2: Building the Foundation

Day 8-10: Custom Labels
Implemented five-tier system:
• Profit margins
• Stock levels
• Seasonal relevance
• Historical performance
• Competitor pricing

Day 11-14: Audience Structure
• Built custom segments
• Added first-party data
• Created lookalike audiences
• Implemented exclusions

Mid-Point Results:
• ROAS hit break-even
• Impression share up to 28%
• CTR reached 3.5%

Week 3: Scaling Smart

Day 15-17: Bidding Strategy
• Implemented tROAS bidding
• Added device adjustments
• Created dayparting schedule
• Set seasonal modifiers

Day 18-21: Asset Optimisation
• Created product-specific assets
• Built lifestyle imagery
• Added social proof
• Improved mobile experience

Progress Check:
• ROAS up to 68%
• Impression share at 45%
• CTR steady at 4.2%

Week 4: Fine-Tuning

Day 22-24: Performance Optimization
• Adjusted bid strategies
• Fine-tuned audiences
• Optimised landing pages
• Enhanced mobile experience

Day 25-28: Market Positioning
• Competitive price monitoring
• Market share analysis
• Share of voice tracking
• Growth opportunity mapping

Day 29-31: Final Tweaks
• Final bid adjustments
• Asset performance review
• Audience refinement
• Feed quality check

Final Results

After 31 Days:
• ROAS: +143%
• Impression share: 58%
• CTR: 4.8%
• Conversion rate: up 86%
• Same £45k monthly spend

Key Learnings

1. Foundation First
   No amount of clever bidding can overcome poor feed quality and broken tracking.

2. Data Drives Decisions
   Every change was based on data, not hunches or "best practices."

3. Patience Pays
   The temptation to make wholesale changes is strong, but methodical improvements yield better results.

4. Structure Matters
   Proper campaign structure and feed management beat increased spending every time.

Common Pushback We Faced

"Can't we just use automation?"
Automation is brilliant - when you've got the basics right. Not before.

"This seems like a lot of work"
It is. That's why it works.

"Our other agency said to increase budget"
Spending more on broken campaigns just loses money faster.

The Long-Term Impact

Three Months Later:
• ROAS sustained above 530%
• Impression share stable at 62%
• Average order value up 28%
• Customer acquisition cost down 45%

Ready for a Turnaround?

If your Google Shopping campaigns are struggling, we can help. Visit judeluxe.com/contact for a comprehensive audit.

Because in Google Shopping, spending more isn't always the answer. Spending smart is.