The Approach
We implemented a Google Performance Max (PMAX) campaign in April 2025. PMAX leverages automation to serve ads across all Google inventory — including Search, Display, YouTube, and Gmail — and optimises performance in real-time.
Key strategy elements included:
- Targeting high-intent users using automated bidding focused on Maximising Conversion Value
- Developing tailored creative assets and headlines to enhance click-through rate (CTR)
- Tracking multiple conversion types, including purchases, phone and email clicks
The Results
- Impressions: 23,663
- Clicks/Engagements: 1,216
- Click-Through Rate (CTR): 5.14%
- Cost per Click (CPC): €0.13
- Conversions: 1,209
- Conversion Rate: 3.29%
- Return on Ad Spend: 11.19x
Since April 2025:
In short, the client saw an 11 times return on their ad spend, as well as an increase in phone calls, email enquiries, and store visits in a short period.
The Conclusion
Google Performance Max proved to be a powerful tool for achieving scalable and profitable growth. The success of this campaign highlights the value of smart automation paired with precise conversion tracking.
Future campaigns will look to build on this performance, incorporating learnings and scaling the budget strategically.
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