⬅︎ Back

Performance Strategy & Scaling Readiness
E-Commerce | Outdoor & Camping (Anonymised)

Role: Performance Analysis | Tools: Google Ads, Merchant Center, GA4 | Project Type: Preparation for Scaling

Background

The online shop was already running Google Ads campaigns and using a Merchant Center product feed. Campaign performance was stable, and the analysis took place outside the peak season.
• Campaign types: Performance Max, Shopping and Search
• Stable performance
• Lower seasonal demand
The goal was to prepare for growth during peak season rather than pursue short-term optimisation.

Analysis

I began by reviewing the entire performance marketing setup, focusing on:
• Google Ads campaign structure
• Alignment between the website and product feed
• Product data quality
• User behaviour on landing pages

The analysis indicated that the setup was functioning reliably. Seasonal demand, rather than campaign limitations, was the main constraint on growth at that time.

Key Finding

Signal quality is particularly important for Performance Max and Shopping campaigns.
The main opportunity was to improve product presentation before making changes to budgets, bids or campaign structure. Key priorities included:
• Clear product images
• Precise product titles and descriptions
• Consistent information across the website and product feed

Strategic Action

I created a style guide for the website and Merchant Center, covering:
• Recommended image sequence: hero image → product view → details
• Use of lifestyle imagery
• Clear rules for presenting product variants
• Closer alignment between the website and product feed
The guide was designed to provide Google with clearer product information and establish a stronger foundation for scaling.

Why Were the Campaigns Left Unchanged?

I deliberately avoided structural changes to active campaigns. Performance was stable as the campaigns continued learning, and changes outside peak season could introduce unnecessary disruption
The priority was to prepare for scaling while preserving that stability. The aim was to enter peak season ready to increase activity, with less risk of triggering a new learning phase or disrupting performance.

My Role

• Analysing the full performance marketing setup
• Assessing the website, product feed and campaigns
• Developing a style guide
• Preparing the foundations for scalable growth

Strategic Outcome

The project established a foundation for growth, with a focus on:
• Improving signal quality
• Creating a clearer product structure
• Reducing risk as budgets increase
• Preparing for peak season

This case study reflects my strategic approach to performance marketing: connecting analysis with practical improvements that support sustainable growth.