Project overview
When Vitalis Digital took over management of this leading meal prep provider’s account, the generic search campaigns were efficient but lacked a clear focus on conversion volume. The account structure was fragmented, with campaigns split into too many keyword themes. This made it harder for algorithms to learn and limited performance potential.
Our new strategy consolidated the campaigns into a streamlined structure, refining hundreds of keywords down to a refined, targeted list of the most efficient targets. In parallel, we launched Performance Max (PMax) as the primary growth driver, with tailored asset groups for themes that aligned with our clients’ strategy.
One of the biggest wins was leveraging Google’s provided audiences within PMax, aligning with the time-saving benefits of meal prep. This asset group became the most efficient and highest-volume driver of conversions.The outcome: conversions rose 156%, revenue climbed 134%, and generic + PMax became a sustainable channel for scaling.
Scope of work
Campaign Consolidation
We overhauled the generic search setup, consolidating overly segmented keyword themes into a unified campaign. Starting with hundreds of keywords, we continuously refined the list to a top-performing set of targets, feeding the algorithm improved data and increasing efficiency.
PMax as a Growth Driver
Performance Max became the engine of scale. Tailored asset group themes were created around in line with our clients strategy, providing both reach and relevance. The BAU campaign in particular became a top performer, thanks to a strong emphasis on targeted messaging.
Audience Targeting
By applying specific provided audiences from Google, we tapped into moments when people were most likely to seek convenient, healthier options. This targeting strategy significantly improved efficiency and volume for the PMax campaigns.
Smart Budget Allocation
Budgets were balanced between PMax and generic search, with PMax carrying the majority of scale and search campaigns capturing intent-driven demand. This approach maximised reach while keeping efficiency in check.
