Joseph Joseph, a leading Home & Garden retailer with a broad product portfolio across multiple price points, needed a more strategic approach to paid media following the introduction of Google’s Performance Max campaigns. The challenge was to allocate marketing spend effectively across different product tiers while maintaining a strong overall return on advertising spend.
We leveraged the enhanced audience insights available through Performance Max to restructure Joseph Joseph’s campaigns. The product feed was segmented into distinct pricing tiers, allowing us to better control how budget was distributed across different product categories.
Rather than prioritising only the highest converting or lowest-priced products, which algorithms often favour, we developed a more balanced approach. Spend was strategically allocated across product groupings within each tier to ensure a mix of products were promoted effectively while maintaining strong performance metrics.
- PMAX ROAS: +5% year-on-year
- PMAX AOV: +19% year-on-year
- PMAX Spend: +53% year-on-year while maintaining positive ROAS
Beyond improved performance metrics, the refined campaign structure gave Joseph Joseph greater control over spend allocation, ensuring their full product range could be promoted effectively while maximising return on investment.
“Threepipe Reply has been instrumental in driving our digital marketing success. Their strategic approach and commitment to excellence have delivered outstanding results. Their dedication to our business has ensured ongoing noticeable improvements”
– Pia Sharma, Head of Digital Marketing & CRM – Joseph Joseph
