Managing large catalogs in Google Performance Max can feel like giving the algorithm your wallet and hoping for the best.
La Maison Simons faced that challenge head on: too many products and not enough control. Then they rebuilt their segmentation with Channelable Insights and turned a “black box” campaign into a revenue-generating machine.
Step 1: Stop categorizing
Simons originally classified campaigns by product category. It made sense – until their best-selling sweater ate up the budget and new or overlooked products never had a chance to emerge.
Strict segregation meant limited visibility and slow decisions.
Marketers are stuck making manual tweaks while Google continues to automatically prioritize only what already works.
Step 2: Part by performance
Enter Channelable Insights. Product level performance data (ROAS, clicks, impressions) now enables powerful collection:
Products by default move between these stages like working shifts – no manual labor required. As Etienne Jacques, Digital Campaign Manager, Simons, puts it:
“One very popular item no longer takes all the money.”
Step 3: Shorten your analysis window
Instead of waiting 30 days for signals, Simons switched to a 14-day window.
The result: faster response, sharper accuracy, and less wasted spending on a fast-moving catalog.
Step 4: Push the strategy across all channels
Why stop at Google? The same segmentation logic is automatically applied to:
- Meta
- TikTok
- Criteo
The cross-channel invariance creates a converging improvement.
Step 5: Watch the metrics increase
In addition to raising ad revenue, Simons opened:
- ROAS growth: from ~800% to ~~1500%
- CPC reduction: From 0.37 to 0.30 USD
- CTR lift: 1.45% to 1.86%
- 14% increase in average order value
- 1300% ROAS in the campaigns of new arrivals
- Immediately applications and a few manual adjustment
Even the “unseen” turned out to be surprising profit drivers when they finally got the spotlight.
Step 6: Treat automation as control, not chaos
Automation has given back control to marketing – it hasn’t taken it away.
Teams can finally learn from the data and influence which products grow, instead of letting PMax run everything on automated testing.
Your app
- Sort products like stars, zombies, and new arrivals.
- Automate campaign retargeting based on real-time data.
- Update product information every 14 days.
- Deploy a segmentation approach to all paid channels.
- Measure what you’ve won – check what’s not finished.
Looking for Simons-style ROAS benefits without the extra cost of ads? Start by testing the quality of your product data with free feeds and classifications.
The opinions expressed in this article are those of the sponsors. Search Engine Land does not confirm or deny any of the conclusions given above.
