• Performance Marketing Case Study

Google Ads Case Study (ROAS): Weave
Home Australia

A data-first segmentation strategy paired with smart targeting to recover efficiency and scale revenue for
a premium homeware brand-reversing a downward trend without increasing budget waste.

Increase Revenue Efficiency

Recover from low baseline performance and achieve ambitious efficiency targets by optimizing budget allocation away from low-value clicks.

Scale High-Value Conversions

Shift focus from generic traffic to high-ticket items (Rugs) to maximize average cart value and overall returns.

● Brand Context

Weave Home Australia, a premium brand dedicated to high-quality bedding, rugs, and soft furnishings, partnered with PayPerCampaign to drive online sales through Google Ads. However, early 2025 presented a critical challenge.

With the holiday season ending, the overall account Return on Ad Spend (ROAS) dropped significantly below target in February. The existing strategy relied on a “catch-all” Performance Max (PMax) campaign that diluted the budget across low-value items, preventing the brand from scaling effectively.

● Google Ads Strategy & Approach

A deep-dive analysis revealed that Rugs consistently drove higher conversion values. We hypothesized that isolating this category would allow the algorithm to bid more aggressively for high-intent buyers.

Product Isolation

Moved away from “catch-all” campaigns. Launched a dedicated PMax campaign exclusively for Rugs to ensure budget flowed to high-margin inventory.

Creative Refinement

Replaced generic assets with category-specific creatives, highlighting textures and unique selling points to improve ad relevance.

Signal Optimization

Refined bidding strategies to prioritize maximum conversion value, training the algorithm to seek high-ticket buyers rather than cheap clicks.

44%

Immediate Uplift
(Month 1)

20%

Above Target
(Surpassing Goal)

78%

Peak Uplift
(Month 3)

● Campaign Results & Performance Metrics

  • Key Strategic Learnings

Segmentation is Scalability

Lumping all products into a single campaign caps performance. Segmenting by product value unlocks higher efficiency and better control.

Creative Builds Relevance

Refining asset groups to match the specific product category (Rugs) rather than generic brand imagery improved the alignment between intent and ad.

Data Dictates Strategy

Success wasn’t about spending more; it was about spending smarter. Historical sales data identified the “hero” category for aggressive bidding.

Test and Evolve

Continuous optimization and the willingness to break apart legacy campaign structures are essential to avoid stagnation.