The Challenge

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XMusic, one of Ireland’s leading music equipment retailers, approached us with a clear goal: Increase high-quality leads and online sales while keeping acquisition costs low. In an increasingly competitive digital space, XMusic needed a strategy that would deliver consistent conversions across all touchpoints - from email clicks and phone calls to online purchases. In April 2025, we implemented a Google Performance Max (PMAX) campaign - an automated campaign type that serves ads across all of Google’s inventory: Search, Display, YouTube, Gmail, and more.

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Our Approach

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In April 2025, we implemented a Google Performance Max (PMAX) campaign - an automated campaign type that serves ads across all of Google’s inventory: Search, Display, YouTube, Gmail, and more.

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Our strategic focus was threefold:

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• Target High-Intent Users: Using automated bidding optimised for Maximising Conversion Value, we ensured the budget was always directed toward users most likely to convert.
• Creative That Converts: We developed tailored headlines and visual assets to increase ad relevance and improve click-through rates (CTR).
• Full-Funnel Conversion Tracking: We tracked multiple conversion types, including purchases, email clicks, and phone calls, to fully capture the customer journey and optimise accordingly.

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The Outcome

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This campaign delivered an outstanding 11x return on ad spend, proving the power of automation when paired with strong creative and full-funnel strategy.We’re now scaling the campaign with increased budget and ongoing optimisation, helping XMusic continue to grow.

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