How we restructured a U.S. specialty food gift brand's Google Ads from the ground up and turned peak-season demand into a record-breaking Q4.
Oney.Studio · Performance MarketingA trusted U.S. e-commerce brand with over 50 years of experience in specialty food gifts. Known for beautifully packaged gift baskets for every occasion, from holiday celebrations to corporate gifting, delivered across the entire country.
Despite decades of brand recognition and a loyal customer base, the client's ad account wasn't built to scale. Campaign structure was outdated, Shopping and PMax weren't being used to their potential, and the brand's name recognition - a genuine competitive advantage - wasn't being leveraged in the paid strategy at all.
Each step was timed for maximum impact. Fix the foundation, build the strategy, target the right buyers, then let creative do the work.
Completely replaced the outdated account structure and refreshed the entire campaign strategy. New segmentation, updated negative lists, restructured ad groups, and realigned bidding logic. We didn't patch what was broken - we rebuilt it to scale.
Full restructureBuilt a clean Performance Max and Shopping foundation designed for peak-season demand - segmented by product category, margin tier, and purchase intent. Feed optimisation, asset group structure, and audience signals all dialled in before Q4 hit.
PMax + Shopping rebuiltThe client carries 50+ years of name recognition - but the old account treated brand traffic like any other keyword. We split brand and non-brand campaigns, built dedicated brand Search campaigns, and used brand equity to lower CPCs and improve Quality Scores across the entire account.
Brand advantage unlockedIntroduced new audience segments, tested creatives, and ran regular conversion-focused iterations. ROAS improved steadily as spend increased: a sign of a healthy, scalable structure, not a lucky streak.
Systematic iterationEvery headline was written to match search intent precisely - gift-givers at different stages of buying. Brand recognition carried the trust; the copy closed the click. Below are representative examples of the messaging frameworks and display banners used across the campaign.
Same brand, same products, same season. An entirely different result each year - because the structure kept compounding.
Revenue snapshot: Q4 2023 (~$27.6K, 5.3× ROAS) → Q4 2024 ($121.3K, 66.94× ROAS) → Q4 2025 ($203K, 54.2× ROAS). Sustained growth driven by compounding structure, expanded audience coverage, and higher spend at maintained efficiency.
The rebuilt structure met peak-season demand at full force in 2024 - then scaled further in 2025. Holiday campaigns and brand-leveraged bidding drove the highest Q4s in the client's recent paid media history.
Rebuilt Merchant Center feed and PMax asset groups unlocked full Shopping exposure for high-margin gift basket SKUs that were previously underserved by the old structure.
Splitting brand and non-brand campaigns let us use the client's strong search demand to lower CPCs across the account and improve Quality Scores at scale.
The holiday season was a massive success thanks to the revamped campaigns. We hit numbers we hadn't seen in years!
- Client · U.S. Specialty Food Gifts · NDA
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