Scaling eCommerce Sales for The Zebra Effect Using Google Ads

• Performance depended almost entirely on Performance Max campaigns with limited segmentation
• Google Shopping campaigns were not fully optimized and Merchant Center required feed improvements and ongoing monitoring
• Product organization lacked custom labels for better segmentation
• Irrelevant search terms were consuming advertising budget
• Purchase tracking required verification before scaling campaigns further

• Increase online purchases and improve overall campaign performance
• Reduce cost per conversion and increase qualified traffic
• Scale Google Shopping campaigns and improve Merchant Center quality
• Maintain consistent sales growth

A structured optimization plan followed the account audit, focused on Merchant Center optimization, product feed improvements, Shopping campaign creation, search term refinement, negative keyword optimization, purchase tracking validation, and weekly performance reviews.

Merchant Center Optimization

Feed diagnostics review, product approval monitoring, issue resolution, product title improvements, categorization review, and Shopping eligibility verification.

Google Shopping Campaign Implementation

Dedicated Shopping campaigns were introduced after Merchant Center optimization, with product segmentation, feed optimization, and purchase-focused bidding.

Search Campaign Optimization

Continuous search term analysis, negative keyword implementation, keyword refinement, and bid/budget adjustments to reduce wasted spend.

Phase 1

Google Ads account review, campaign audit, performance analysis, Merchant Center review.

Phase 2

Product feed optimization, purchase tracking validation, campaign structure improvements, budget optimization.

Phase 3

Search term refinement, negative keyword updates, Shopping campaign improvements, weekly monitoring.

Phase 4

Campaign scaling, Shopping campaign optimization, continuous purchase growth monitoring.

Every week, the account was reviewed against campaign performance, search terms, negative keywords, budget, Merchant Center health, product feed quality, and purchase tracking accuracy.

The initial phase (September–December 2025) recorded 700,000+ impressions, 10,700+ clicks, 2,468+ conversions, and A$8,000+ in spend at an average cost per conversion of approximately A$3.25 — generated primarily through Performance Max with limited segmentation.

Following continuous optimization, the account reported these qualitative improvements (exact post-optimization totals weren't included in the supplied materials, so no after-figures are stated here):

• Increased purchase volume and improved Shopping campaign performance
• Better traffic quality and lower cost per conversion
• More efficient budget utilization and improved campaign structure
• Better product visibility and stronger conversion tracking

Key Achievements

• Google Shopping campaign successfully implemented alongside Performance Max
• Merchant Center optimized and product feed improved
• Purchase tracking verified; search campaigns optimized and search terms refined
• Weekly performance monitoring and continuous campaign testing established

The account evolved from relying primarily on Performance Max to a structured, multi-campaign-type strategy (Shopping + Performance Max + Search) built for long-term, scalable growth.