The Watch Factory

01 - Challenge

The challenge

Watch Factory had hit the ceiling of its original Google Ads setup. Broad targeting, minimal segmentation and 10,000+ irrelevant search terms were driving inefficient spend. Shopping was severely underutilised, branded traffic was masking true performance, and the team couldn't forecast, scale or attribute growth with any confidence.

02 - Approach

How we ran the program

1. 01

   Stripped the account back to foundations

   Separated branded vs non-branded into distinct campaigns, killed Display, removed poor-performing Search placements, and reintroduced Performance Max with a data-led structure.

2. 02

   Rebuilt tracking and killed waste

   Disabled auto-apply suggestions inflating spend with irrelevant traffic, removed 10,000+ junk search terms and rebuilt conversion tracking for true performance visibility.

3. 03

   Segmented for scale and margin

   Restructured campaigns by product and brand category to push top-selling SKUs, run clearance and double down on high-margin brands. Tested new product title formats in Merchant Center to lift Shopping and PMax CTR.

03 - Outcome

The outcome

Revenue up 46% and conversion rate up 20% while cost per conversion fell 12%. Sales from new customers grew 2,966% - turning Google Ads from the brand's bottleneck into its biggest growth lever.