• Performance Marketing Case Study

Google Ads Case Study (Conversion): Commercial Equipment - Pacvac

A data-driven PPC optimization strategy paired with high-intent targeting to increase online sales and improve budget efficiency for a leading
commercial cleaning equipment brand-shifting focus to Performance Max to scale results.

Increase Online Sales Volume

Scale purchase volume for key product lines (SuperPro & Velo) by capturing high-intent search demand and optimizing keyword coverage.

Improve Cost Efficiency (CPA)

Reduce Cost Per Acquisition (CPA) by eliminating wasted spend on non-performing terms and reallocating budget to higher-ROI campaigns.

● Brand Context

Pacvac is an Australian brand specializing in ergonomic backpack vacuum cleaners and durable solutions for commercial, industrial, and facility cleaning environments. Facing a target of significantly increasing monthly conversions, the brand needed to scale their digital lead generation without allowing acquisition costs to spiral.

Detailed analysis revealed that budget was being diluted by non-performing keywords. The challenge was to pivot strategy toward Performance Max and high-intent search terms to drive efficiency for their flagship SuperPro and Velo ranges.

● Google Ads Strategy & Approach

A performance analysis identified that “intent” was the missing link. We shifted from broad spending to a focused, structure-first approach that prioritized proven keywords and automated bidding strategies.

Keyword Hygiene & Focus

Paused keywords with zero conversions (6-month lookback) and shifted budget toward Exact Match high-intent phrases to eliminate wasted spend.

Performance Max Scaling

Shifted spend from standard Shopping to Performance Max, injecting high-performing search terms as audience signals to accelerate machine learning.

Intent Optimization

Analyzed search query reports to reactivate relevant terms that were incorrectly paused, ensuring we captured all qualified bottom-of-funnel traffic.

22%

Reduction in CPA
Cost Per Acquisition

76%

Increase in Conversions
Purchase Volume vs Previous Period

● Campaign Results & Performance Metrics

  • Key Strategic Learnings

Eliminate the "Zombie" Spend

Ruthlessly pausing non-performing keywords (zero conversions in 6 months) was the single biggest driver of immediate CPA improvement.

Revisit "Negative" Decisions

Regularly reviewing negative keyword lists and paused terms is critical; we found and reactivated valuable terms that were previously cut by mistake.

Structure for Signals

Performance Max works best when fed quality data. Using proven search terms as asset group signals significantly improved conversion likelihood.

Format Follows Function

Reallocating budget from a standard Shopping campaign to Performance Max allowed us to leverage automation for better efficiency across inventory.