Current Standings
The initial Google remarketing campaign targeted 5–8 lakh users who had signed up in the past six months but hadn’t taken any further action. The goal was to nudge these top-of-the-funnel users with discount-driven ads.
The campaign delivered over 5.2 million impressions and generated 40,651 clicks, but it brought in minimal revenue, earning only ₹7,096 from a total spend of ₹1.23 lakh. This resulted in a poor ROI of just 0.05.
This underperformance highlighted a disconnect between audience quality and campaign effectiveness, even with ongoing optimizations.
Strategy Overview
We decided to explore a Performance Max campaign because the current display campaigns have not delivered the desired results, even with continuous optimizations. This would enable dynamic targeting across all Google inventories by using the defined audience list as signals while allowing flexibility to reach a broader, more relevant audience beyond those initial parameters.
How it worked out?
To unlock the true potential of Performance Max, we launched with a generic campaign setup, bundling multiple products as asset groups. Using a paid PPC analysis tool, we quickly identified the best-performing networks. Key optimisations followed: we turned off URL expansion to ensure users landed on the most relevant pages, disabled automatically generated assets to avoid mismatched ad combinations, and continuously refined our audience signals based on real-time revenue data.
We also weeded out poor-performing placements and applied account-level exclusions. To safeguard branded traffic, we built strong brand exclusion lists, preventing overlap between paid and organic efforts. Once the campaign’s performance stabilised post the 3-week mark, we switched bidding from ‘Maximise Conversions’ to ‘Maximise Conversion Value’ which ensured we scaled returns, not just volume.
Results
Performance Max consistently outshined the standard Display remarketing campaign, proving its strength in reaching and converting the right audience. What made the difference? Continuous data analysis and real-time campaign tweaks.
Regular optimisation of creatives and messaging ensured continued relevance, while strategic changes driven by ongoing performance reviews helped maintain strong momentum. One clear takeaway is that audience segmentation is not just a setup step; it serves as the backbone of a successful remarketing strategy.
Want similar performance-driven results for your brand? Get in touch with First Launch and let’s unlock growth together.
