Managing large catalogs in Google Performance Max can feel like handing the algorithm your wallet and hoping for the best.
La Maison Simons faced that exact challenge: too many products and not enough control. Then they rebuilt their segmentation with Channable Insights and turned a “black box” campaign into a revenue-generating machine.
Step 1: Stop segmenting by category
Simons originally split campaigns by product category. It sounded logical – until their best-selling sweater ate the budget and newer or overlooked products never had a chance to surface.
Static segmentation meant limited visibility and slow decisions.
Marketers stayed stuck making manual tweaks while Google kept auto-prioritizing only what was already working.
Step 2: Segment by performance
Enter Channable Insights. Product-level performance data (ROAS, clicks, visibility) now powers dynamic grouping:
Products automatically move between these segments as performance shifts – no manual work needed. As Etienne Jacques, Digital Campaign Manager, Simons, put it:
“One super popular item no longer takes all the money.”
Step 3: Shorten your analysis window
Instead of waiting 30 days for signals, Simons switched to a rolling 14-day window.
The result: faster reactions, sharper accuracy, and less wasted spend in a fast-moving catalog.
Step 4: Push the strategy across channels
Why stop at Google? The same segmentation logic was automatically applied on:
- Meta
- TikTok
- Criteo
Cross-channel consistency creates compounding optimization.
Step 5: Watch the metrics climb
Without raising ad spend, Simons unlocked:
- ROAS growth: from ~800% to ~1500%
- CPC decrease: $0.37 to $0.30
- CTR lift: 1.45% to 1.86%
- 14% increase in average order value
- 1300% ROAS for New Arrivals campaigns
- Faster workflows and fewer manual tweaks
Even the “invisibles” turned into surprise profit drivers once they finally got the spotlight.
Step 6: Treat automation as control, not chaos
Automation restored marketing control – it didn’t remove it.
Teams can finally learn from the data and influence which products grow, instead of letting PMax run everything on autopilot.
Your action plan
- Classify products as Stars, Zombies, and New Arrivals.
- Automate campaign reassignment based on real-time data.
- Refresh product insights every 14 days.
- Roll out segmentation logic to every paid channel.
- Scale what wins – test what hasn’t yet.
Want Simons-style ROAS gains without extra ad spend? Start by testing the quality of your product data with a free feed and segmentation audit.