Maximizing ROAS with a Focused PMax Campaign for Weave Home Australia
Product Focus: Rugs, Throws, and Bedding
Background
Weave Home Australia is a premium homeware brand specializing in bedding, rugs, and soft furnishings. As part of our ongoing partnership, we were managing a mix of Search and Performance Max PMax campaigns to drive online sales through Google Ads.
Primary Objective
- Increase in revenue on Ads Spent.
- Improve Sales and Conversions.
Challenge
In early 2025, we observed that the overall Google Ads account Return on Ad Spend ROAS was not meeting the ambitious
target of 5.
- JanuaryROAS 4.0
- February ROAS 3.38
The existing PMax campaign included all products from the Weave Home catalog. Despite steady traffic, the conversion value did not improve, resulting in static or declining ROAS.
Strategy
A deep-dive analysis of product categories and website analytics revealed that rugs consistently drove higher conversion value compared to other product lines. Based on this insight, we hypothesized that a product-specific PMax campaign dedicated solely to rugs could capture higher-value conversions and drive overall account performance.
Key Actions Taken:
- Audited all existing campaign structures and conversion data.
- Isolated rugs as a high-value product category based on historical performance.
- Launched a new, dedicated PMax campaign for rugs only in March 2025.
- Refined asset groups and ad creative to highlight rug collections <and unique selling points.
- Optimized audience signals and bidding for maximum conversion value.
Results
The impact was both immediate and sustained. After introducing the rugs-specific PMax campaign, the account experienced a significant jump in ROAS
- March ROAS 4.88 (up from 3.38 in February)
- April ROAS 5.5 (surpassing the original target)
- May ROAS 6.0 (the highest on record for the account)
This strategic pivot not only brought the account to target but led to record-breaking returns, validating the decision to segment and optimize by product value within PMax.
Key Takeaways
- Product-level segmentation within PMax can unlock higher conversion value and improve overall account efficiency.
- In-depth analysis of sales and conversion data is essential to refine campaign focus and drive tangible business results.
- Continuous optimization and willingness to test new structures are crucial in elevating performance in competitive e-commerce categories.
