Client: Enterprise C (Authorized Distributor of Smart Home & Robotic Appliances in North America)
Industry: Smart Home & Household Appliances
Services Provided: Google Search Ads, Performance Max (PMax), Dynamic Remarketing, GA4 & Server-side Tracking Setup
KEY 90-DAY PERFORMANCE METRICS:
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+68% Online revenue growth via Google Ads
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3.45x Blended Return on Ad Spend (ROAS), up from a 2.25x baseline
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-19% Reduction in Cost Per Acquisition (CPA)
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+16% Increase in post-click conversion rate on product pages
PART 1: PRODUCT OVERVIEW & MARKET POSITIONING
The campaign centered on the Ecovacs Deebot T20 Omni robot vacuum and mop—an automated floor-care device positioned in the upper-mid tier. Its primary technological differentiators include an all-in-one docking station with 55°C hot-water mop washing, hot-air drying, and an automatic 9 mm mop-lifting system engineered to protect low-to-medium pile carpets. Priced between $650 and $800, this high-AOV unit caters to busy households, pet owners, and consumers managing mixed flooring environments.
Within this price bracket, consumer purchase cycles typically span 7 to 14 days. Prospective buyers rarely convert on first touch; instead, they conduct extensive research, reading reviews and weighing technical specifications against direct competitors like Roborock (Q Revo and S8 series) and Dreame.
Enterprise C distributes authentic units backed by a 12-month domestic warranty and local technical support. Although market search demand remained healthy, maintaining stable profitability through paid acquisition grew increasingly difficult as commercial keyword auction costs across North American appliance categories steadily climbed.
PART 2: THE CHALLENGE
Upon onboarding the account, Adstrawin identified several critical operational bottlenecks:
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High Funnel Leakage During Consideration: A significant share of the ad spend went into top-of-funnel search campaigns. However, the business lacked a systematic remarketing infrastructure to stay top-of-mind with prospective buyers who viewed product pages or initiated checkout without completing payment.
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Over-Reliance on Default Signals in Performance Max: The PMax setup merged the premium vacuum units and consumable accessories (such as HEPA filters, side brushes, and replacement dust bags) into a single blended Asset Group. Consequently, Google’s machine learning disproportionately favored lower-ticket consumables, diverting budget away from the flagship unit.
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Inconsistent Attribution Signals: The account had not implemented Enhanced Conversions within GA4. Strict browser tracking protections led to underreported conversion figures, leaving Smart Bidding strategies with incomplete performance signals to optimize target bidding.
PART 3: THE STRATEGY & EXECUTION
To address these challenges, Adstrawin restructured the account with an emphasis on cost discipline and systematic funnel management:
1. Conversion Infrastructure Standardization
We re-architected data collection via Google Tag Manager Server-side and activated Enhanced Conversions for web. This setup improved conversion data accuracy, minimized reporting delays, and allowed Target ROAS algorithms to operate with cleaner input data.
2. Query-Intent Restructuring for Search Ads
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Split search queries into two clear tiers: dedicated brand/model keywords (“Ecovacs T20 Omni price”, “buy Deebot T20”) and commercial comparison queries (“best robot vacuum with hot water mop”, “Ecovacs T20 vs Roborock Q Revo”).
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Expanded the negative keyword list to filter out maintenance queries, mobile app setup troubleshooting, and error-code searches.
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Updated Responsive Search Ads (RSAs) to prominently highlight local warranty protection, a 30-day return policy, and free regional shipping.
3. Asset Group Segmentation in Performance Max
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Isolated the Deebot T20 Omni into an independent PMax campaign, decoupling it from low-margin consumables.
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Refined product titles in Google Merchant Center using a standardized naming format: Brand + Product Line + Model + Primary Feature (Hot Water Mop).
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Configured relevant audience signals utilizing first-party purchase lists and in-market segments for home automation and vacuum cleaners.
4. Multi-Tiered Dynamic Remarketing
We deployed segmented display remarketing sequences with targeted messaging:
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High-intent visitors who spent over 60 seconds on the product page saw creative highlighting the hot-water mop-washing docking station.
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Cart-abandoners within the past 7 days were re-engaged with messaging focused on authorized domestic warranty coverage and flexible financing options.
PART 4: THE RESULTS
Over the course of 90 days, the structured account optimizations yielded measurable improvements across acquisition efficiency and sales volume:
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Controlled Revenue Growth: Google Ads revenue for the Deebot T20 Omni expanded by 68%, establishing a dependable sales baseline within the brand’s direct-to-consumer store.
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Improved Capital Efficiency: Blended ROAS rose from 2.25x to 3.45x, expanding net operating margins after factoring in fulfillment and product costs.
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Lower Unit Acquisition Costs: Cost Per Acquisition (CPA) decreased by 19%, driven by disciplined negative keyword filtering and improved retargeting conversion rates.
“Adstrawin’s approach is pragmatic and disciplined with ad budgets. Restructuring our campaigns and closing tracking gaps gave us clear control over our unit acquisition costs while maintaining a dependable ROAS month over month.”
— E-Commerce Operations Lead, Enterprise C
