Handbag Angels (PPC) Project Overview

We started by building a full funnel structure on 8 October designed to cover both broad intent and high intent brand searches. The initial build included:

• PMax Handbag Core targeting the full Handbag Angels product range
  
• UK Search Bag Liners focused on users actively searching for bag liners
  
• UK Search Handbag Liners targeting handbag liner specific queries
  
• UK Search Organisers for organiser related accessories
  
• UK Search Inserts for bag insert accessories
  
• UK Brand capturing brand name searches from users already aware of Handbag Angels

Once live, we closely monitored early performance to identify which campaigns showed strong potential and which were not delivering efficient results. Underperforming campaigns were gradually culled, allowing us to reallocate spend into the proven performers.

After this testing and consolidation phase, the account was leaning on three main engines of growth:

• PMax Handbag Core became the primary revenue driver, with conversion value increasing by +276.95% compared to the previous period.
  
• UK Search Bag Liners showed improved profitability, with campaign ROAS increasing by 24.50%.
  
• UK Brand continued to act as a highly cost efficient safety net for brand-aware users, sustaining a strong 11.71 ROAS.

To further improve the quality of traffic flowing through PMax, we also built a custom audience signal. This allowed us to guide Google’s automation towards high intent luxury shoppers by combining relevant search behaviours, website engagement patterns and interests related to designer handbags.

Throughout the execution period, we backed this structure with consistent optimisation work. This included:

• Ongoing negative keyword research and keyword optimisation to cut waste and lean into the strongest search themes
  
• Adding and refining sitelinks and display paths so users could quickly understand key product categories and services from the ad itself
  
• Daily budget monitoring to ensure spend was fully utilised on the best performing campaigns without overspending on weaker traffic
  
• Continuous ad copy A/B testing, contrasting “luxury” focused messaging with “pain point” messaging to learn which angles resonated most with high value handbag owners

This combination of structured testing, consolidation, custom audience signalling and daily optimisation created a solid foundation for the performance gains realised in the results period.