Case study 01 · Robotics / Ecommerce · US · October–December
Petoi: Teaching the market, not just selling a robot
from 2.0
4.1
ROAS
from $2.30
$1.00
Average CPC
from 31
165
Purchases
from $11,000
$50,000
Conversion value
01
Client
Petoi · Robotics / Ecommerce · US. Channel: Google Ads.
02
Challenge
The account relied heavily on Performance Max. That left limited visibility into what was actually driving performance, little control over the funnel, and no clear say over where spend was going.
03
Diagnosis
Robotics kits are a considered purchase. Many buyers need to understand the product before they’re ready to buy, and an account built mainly on PMax had no deliberate way to educate new audiences separately from capturing people already searching.
Performance Max carrying most of the spend
Limited visibility into performance drivers
No separation of funnel stages
Spend allocation decided by the algorithm
04
Strategy
Rebuild the account around the buyer’s journey: create demand at the top with search and video, qualify it in the middle with audiences and product-level campaigns, and close it with remarketing. Give PMax narrower, product-specific jobs instead of the whole account.
05
Execution
Campaign and setup structure:
Top of funnel
- TOF Search
- Prospecting Display
- YouTube
- Demand Generation
Mid funnel
- In-market audiences
- Product-specific PMax
- Shopping-only asset groups
Bottom of funnel
- Remarketing
06
Results
ROAS
+105% higher is better
Average CPC
−57% lower is better
Purchases
+432% higher is better
Conversion value
+355% higher is better
Results documented for the October–December reporting window.
07
Key takeaway
When a product needs explaining, the account has to be built to explain it. Splitting demand creation from demand capture gave back the visibility PMax had taken away, and lowered cost per click while purchases grew.
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