Revenue Increased through Google Shopping Strategy – Haircare eCommerce Case Study

Our solution

To scale results and improve budget efficiency, we redesigned the Shopping setup around user intent and customer journey segmentation, ensuring more relevant visibility and stronger return on ad spend (ROAS).

1. Query-Based Campaign Restructuring
We replaced the standard Shopping campaign with a multi-layered structure built on user search intent:

• Intent Segmentation: Divided campaigns based on query types (e.g., generic, product-specific, branded) to align ad delivery with each stage of the customer journey.

• Traffic Control: This segmentation allowed us to better manage bids and budgets depending on user intent – prioritizing high-converting searches while maintaining reach across awareness and consideration stages.

• Performance Optimization: The refined structure improved efficiency by directing investment toward the most profitable queries.

2. Product Feed & Title Optimization
To further enhance campaign performance, we refined the product feed to improve ad relevance and visibility:

• Title Optimization: Updated product titles to mirror top-performing search queries, improving both click-through rate (CTR) and ad quality.

• Dynamic Alignment: Ensured consistency between search intent, ad content, and landing page experience for higher conversion probability.

3. Bid & Budget Calibration
With the new structure in place, we optimized bids and budgets to drive sustainable growth:

• Performance-Based Bidding: Adjusted bids according to product performance and margin potential.

• ROAS Maximization: Allocated budgets strategically across campaigns to guarantee the highest possible ROAS.

This intent-driven Shopping strategy combined precise query segmentation with feed-level optimization, creating a more efficient, scalable, and profitable account structure.