At first glance, it was clear there were several inefficiencies in the existing setup. The account was overspending on multiple Performance Max (PMax) campaigns that were not meeting target ROAS and were attracting low-quality traffic. Additionally, these campaigns were running with overlapping audience targets, reducing their overall effectiveness.
Several search campaigns were also competing against each other by bidding on the same brand terms. On top of that, the default setting allowed ads to appear on display placements, despite no dedicated strategy or creative for this format.
Everkind Digital acted immediately to streamline the structure. They reduced overlap by consolidating search activity into one brand campaign and one non-brand campaign, both set to focus only on search placements. These campaigns were also optimised to bid more aggressively for new customers.
The multiple PMax campaigns were merged into a single campaign using different asset groups to test and refine audience targeting. Broader audiences interested in healthy living and juicing were targeted to promote Nama’s brand and flagship products. A separate asset group was used to focus on the coffee audience and advertise the new milk maker.
To strengthen the overall strategy, Everkind Digital launched a Demand Gen campaign for remarketing and a YouTube campaign featuring influencers already working with Nama to build further awareness and engagement.
In the first three months of managing the account, Everkind Digital increased the ROAS by 142 percent while spend only increased by 10 percent. This was achieved by better targeting and higher conversion rates from audiences with stronger purchase intent.