Launch of TOF campaigns to acquire new customers

We utilized Advantage+ Shopping and Broad Targeting with a bestsellers catalog to achieve the lowest CPM;

Segmented interest-based campaigns

We created 3–4 Ad Sets focused on real buyer motivations;

Developing ad campaigns based on Lookalike audiences

We separately targeted LAL 1% Purchasers, LAL 1% ATC, and LAL 2–3% Website Visitors, keeping them distinct from retargeting;

Running MOF and BOF ads

MOF — campaigns for a warm audience to increase trust and purchase intent;

BOF — campaigns for high-intent audiences, featuring special offers for existing customers.

Branded Search Protection

In the premium wig niche, competitors often target your brand name to “steal” loyal customers. We reconfigured the branded campaign to ensure your ads consistently hold the top position with the highest possible Impression Share. This involved optimizing Quality Scores and implementing all available ad extensions (sitelinks for categories, reviews, and unique value propositions)

Transitioning PMax Feed-Only to a “Maximize Conversions” strategy

Previously, the campaign operated with bid limits, which restricted its reach. Implementing the “Maximize Conversions” strategy allowed the system to automatically identify auctions with the highest purchase probability. Since this was a Feed-Only format (product feed only), we focused the algorithm’s attention exclusively on product cards within the Shopping results;

Focus on a single primary conversion

Instead of optimizing ads for various actions (page views, add-to-carts, or messaging clicks), we prioritized one primary event — “Purchase.” All other micro-conversions were set as secondary goals to avoid confusing Google’s algorithms.