Restructure Brand So It Stops Flattering the Account

• Split brand keywords into distinct types rather than treating brand traffic as one audience. Someone searching the brand name alone behaves nothing like someone searching brand plus a product term, and they shouldn’t share a bid or a message.
• Rewrote ad copy to match each of those intents specifically, instead of running one brand message across all of it

Build the Acquisition Layer That Was Missing

• Shopping campaigns across the full catalog, so every product had a chance to surface against high-intent product searches. In a catalog business, Shopping is also the fastest research tool you have. It tells you what the market wants before you spend anything guessing.
• Mid-funnel Search campaigns built with the bid strategy, keyword set, and audience layers matched to buyers who were comparing options but hadn’t picked a brand
• Full ad extension coverage across the account to lift CTR and Quality Score, which lowers what you pay for the same position

Build the Recovery Layer

• Display remarketing to bring back visitors who left without buying. In a considered category, these are the cheapest conversions available and this account was leaving all of them on the table.

Then Scale, in That Order

• Optimized keywords and audiences inside each mid-funnel campaign at category level, not account level, since a bath towel buyer and a curtain buyer are not the same person
• Held the brand campaign at maximum efficiency so it kept producing while budget shifted toward acquisition
• Waited for the mid-funnel campaigns to turn profitable on their own before adding budget anywhere. Scaling before that point doesn’t find profitability, it just finds the floor faster.
• Once mid-funnel held, scaled the campaign and the account together