Tomorrow Labs restructured Block & Chisel's product feed in Channable to reflect how customers actually shop. Clearer product data gave Google Performance Max stronger intent signals, so the same demand was captured far more efficiently.

Block & Chisel reached R690,574.61 in monthly revenue, up 44.41% year on year, while ad spend fell by 79.55% and return on ad spend rose from R18.28 to R38.64.

Performance Max is a Google Ads campaign type that uses automation to serve ads across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from a single campaign. Its results depend heavily on the quality of the product feed and conversion data you give it.

Product feed optimisation improves the titles, categories and attributes that describe your products to Google. Better data helps Google match products to the right searches, which improves relevance, click-through rates and return on ad spend.

ROAS, or return on ad spend, is revenue divided by advertising cost. A ROAS of R38.64 means every rand spent on ads returned R38.64 in revenue.

Revenue growth only matters if margins grow with it. As Senior Digital Marketing Strategist Michael Slabbert puts it: “revenue is vanity, profit is sanity, so scaling campaigns only matters if margins scale with them.”