ZERO BREEZE Diversifies Sales with Optimized Feed-Only Google Ads Campaign

About the Client

ZERO BREEZE is a pioneering brand that creates portable air conditioning solutions designed for the outdoors. Their products, such as the Mark 2 portable air conditioner, are lightweight, energy-efficient, and ideal for camping, off-grid adventures, and other outdoor activities. With a mission to bring comfort and freedom to outdoor enthusiasts, ZERO BREEZE has redefined how people stay cool in challenging environments, offering reliable, eco-friendly cooling solutions that cater to a variety of unique needs.

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ZERO BREEZE had achieved significant success with a couple of well-known, top-selling products. However, the company wanted to diversify its sales by promoting a wider range of products, rather than relying solely on their best-sellers. Additionally, the company sought to optimize their Google Ads campaigns to improve their Return on Ad Spend (ROAS) while maintaining their sales volume across a broader selection of products. They needed a strategy that would scale their campaigns efficiently, reducing dependency on a few high-performing products and driving growth across their full product catalog.

WeAdU’s Strategy and Implementation

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To help ZERO BREEZE achieve their goals, we implemented a robust Google Ads strategy centered on feed-only Performance Max (PMax) campaigns, which allowed us to optimize ad spend while ensuring product diversification and efficient growth. Here’s what we did:

What We Did:

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1. Feed-Only PMax Campaign for Optimized Efficiency: For our Performance Max strategy, we start with one feed-only Asset Group per product category. This approach prioritizes Google Shopping, the top-performing network for conversions, enabling us to gather quality data on purchase-ready audiences. Dynamic Remarketing also allows us to display targeted ads to returning visitors. After each Asset Group achieves a strong conversion base, we gradually introduce additional assets to reach more networks—Search, Display, YouTube, and Discovery—capitalizing on high-quality conversion data to drive further growth.

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2. Reducing Dependency on Top-Selling Products: ZERO BREEZE had relied heavily on its top-selling products, but to diversify sales, we focused on promoting a broader range of items. We closely monitored the PMax campaign’s performance and provided more exposure to mid-tier products and those that had not gained significant traction.We implemented product segmentation based on margins and performance, allowing us to allocate more budget to underperforming products while maintaining strong ad support for the top-selling items​. For products that continued to underperform, we deployed Standard Shopping campaigns to tailor bids and optimize placements, giving them the opportunity to succeed with more focused attention.

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3. Improving ROAS Without Sacrificing Sales Volume: ZERO BREEZE’s main goal was to improve ROAS while maintaining sales. By using Google’s AI to optimize bids and placements for high-potential products, we managed to improve ROAS while ensuring the entire product range continued to generate sales. We employed Target ROAS bidding strategies to balance profitability with conversion volume, allowing us to optimize ad spend based on real-time performance​.This strategy allowed us to drive efficiency and scale campaigns across both high- and mid-performing products.

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4. Ongoing Optimization for Continuous Growth: We conducted weekly performance reviews to track progress across all product categories. This allowed us to continuously adjust bids, budgets, and placements based on product performance, ensuring that underperforming segments received the attention they needed to improve. By leveraging Dynamic Search Ads (DSA), we expanded keyword reach and captured search queries that traditional Shopping campaigns might miss, ensuring a wider discovery of ZERO BREEZE’s product range​. We also utilized RLSA (Remarketing Lists for Search Ads) and Customer Match to retarget users who had previously engaged with ZERO BREEZE’s website but hadn’t converted​.

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5. Seasonal Adjustments and Promotions: Given the seasonality of outdoor activities, we adjusted budgets and bids during peak periods, such as summer and camping seasons, to capitalize on increased demand. We used Promotion Extensions to highlight time-sensitive offers and created urgency during high-demand periods like summer, further driving conversions and improving visibility​.

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Through the implementation of a feed-only PMax campaign and targeted Shopping campaigns, ZERO BREEZE achieved a significant improvement in ROAS while maintaining their overall sales volume. The campaign allowed them to expand their product reach, reducing reliance on a few top-selling products and increasing visibility for their broader product catalog.

By leveraging Google’s AI and focusing on data-driven optimizations, we helped ZERO BREEZE diversify their sales and improve advertising efficiency, positioning them for continued success in the competitive outdoor electronics market.

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