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The approach was based on full-funnel performance marketing, leveraging a unified combination of Google & Meta Ads, with Video Creative as the central pillar.

Why Video? Video functioned as:

• A primary conversion driver in the lower funnel.

• A medium for product education (use cases, quality, differentiation).

• A signal amplifier for Google & Meta’s algorithmic systems.

• A brand & performance bridge, especially in Advantage+ and PMax environments.

The implementation relied on a full-funnel performance strategy, with clear roles per channel and the use of Video as a central performance lever.

Google Ads

• Performance Max (1 campaign for the entire product catalog):

  • Asset-level segmentation and distinct asset groups per key category.

  • Feed mapping for better product understanding by the system.

  • Integration of video assets, boosting coverage on YouTube, Discover & Gmail and improving conversion signals.

• Search Campaign – Brand: For brand traffic protection, CPC control, and maximizing conversion rate.

• Search Campaigns per key category: Aligned with the e-shop structure.

• Utilization of audience & keyword insights: For continuous optimization and ROAS improvement across the funnel.

Meta Ads

• Advantage+ Shopping Campaigns: With full product coverage and a video-first approach.

• Sale campaigns per key product category: Aiming for immediate commercial performance during promotional periods.

• Video creatives adapted per funnel stage:

  • Prospecting

  • Engagement

  • Dynamic Remarketing

• Layered remarketing funnels based on:

  • Video engagement

  • Add-to-cart & on-site behavior

• Utilization of email lists: For sales-driven campaigns and the reactivation of existing customers.

Video creatives, combined with category-based sales campaigns, acted as a key performance accelerator, significantly increasing conversion efficiency, reducing cost per conversion, and substantially boosting ROAS.