Luxury Brand Achieves 400% ROAS with Performance Max

The challenge

A luxury leather goods brand — premium diaries, wallets, bags, and accessories in the £50–£500 range — had been running Standard Shopping campaigns in-house. The account was generating revenue, but performance had plateaued and the campaign structure wasn't reflecting the product mix. High-margin items competed for budget alongside lower-margin lines, and the account had no presence beyond Shopping.

The approach

The account was restructured around margin profile, separating products into distinct Performance Max campaigns with appropriate ROAS targets for each tier. High-margin products were given room to scale; lower-margin lines were held to stricter efficiency thresholds. Audience signals were built from first-party data — past purchasers, website visitors, email subscribers — to accelerate the learning phase and improve targeting quality.

The result

400% ROAS and a 45% revenue increase. The margin-based segmentation was the single biggest driver — once high-margin products had their own campaign and budget, performance improved significantly without increasing overall spend.