The Challenge

Watch Factory had reached the limits of its original Google Ads setup. The account was messy and lacked the structure needed to grow. Broad targeting, minimal segmentation, and thousands of irrelevant search terms were driving inefficient spend. Automated settings were left unchecked, leading to wasted budget and poor traffic quality.

Shopping campaigns were severely underutilised, while branded traffic made up the majority of performance. Without dedicated segmentation, the team had no way to push key brands, promote seasonal offers, or run clearance campaigns that were essential to the business.

As a result, they were unable to forecast sales, scale spend with confidence, or accurately track where growth was coming from. Despite Google Ads being the brand’s main revenue driver, they were flying blind with limited visibility and no ability to grow profitably. What they needed was a setup designed for scale, not a static structure meant for a small account.

Our Strategy

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Our first step was to strip the account back to its foundations and rebuild it for scalability, control, and profitability.

We began by separating branded and non-branded traffic into distinct campaigns, allowing us to scale cold acquisition while protecting efficiency on high-intent brand terms. Display campaigns were removed entirely, and poor-performing placements in Search were cut. Shopping campaigns were completely restructured, and Performance Max was reintroduced carefully using a data-led approach.

We disabled all automated and auto-apply settings that had been inflating search volume with irrelevant traffic. More than 10,000 irrelevant search terms were removed. Conversion tracking was rebuilt from the ground up, giving us a clear and accurate view of real performance.

Campaigns were then segmented by product and brand category, unlocking the ability to push top-selling SKUs, run clearance promotions, and double down on high-margin brands. In Merchant Center, we tested new product title formats to better match user intent and improve relevance across Shopping and PMax.

Crucially, we aligned the entire strategy with the financials of the business. Campaigns were built with profitability thresholds in mind, allowing us to scale confidently while maintaining strong return on ad spend.