Paid Advertising Success From Performance Max Testing

Bold Moves. Smarter Strategy.

Joybird embraced Performance Max in its alpha stage, showing bold trust in innovation and data-led strategy—without a proven roadmap.

Joybird is an eCommerce furniture website best known for its custom mid-century modern furniture. Joybird provides customers the unique opportunity to create original furniture pieces that perfectly fit their space. They sought a digital marketing partner that could help them increase the ROI on their advertising spend.

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THE CHALLENGE

A calculated leap into Google’s newest ad frontier.

Joybird approached us with a clear goal: maximize return on investment from their digital advertising efforts. As an eCommerce brand offering highly personalized products, they needed a performance strategy that could scale while maintaining efficiency.

In 2021, Google introduced Performance Max—a new, all-in-one campaign type designed to complement and eventually replace Smart Shopping, while also running across Search, Display, Discovery, and YouTube. At the time, Performance Max was still in its alpha phase, with no historical benchmarks or established best practices.

This presented a unique challenge: could an unproven and largely untested campaign type outperform Joybird’s already well-optimized Google Shopping efforts? With limited data and high stakes, our team needed to take a bold, strategic approach to evaluate Performance Max’s potential without compromising existing performance.

Services

Paid Search Ads
Performance Max

Not only did Performance Max outperform our previous Smart Shopping campaigns, but it also took our efficiency to the next level, and allowed us to grow our revenue in a more profitable way.

Eric Tsai, VP of Marketing and Business Development, Joybird

Strategy

Smart tests, bold moves, better performance.

Our strategy in setting up the test was to keep the campaign format as similar as possible to Smart Shopping to get the most accurate results. We created a testing framework that allowed us to accurately assess whether Performance Max could outperform Smart Shopping.

We monitored the campaign on a daily basis and relied heavily on signals such as conversion volume, conversion rate, cost per conversion and other data to determine whether we were seeing positive results.

Execution

Go Fish Digital approached this test with a highly controlled framework by establishing the following criteria:

Ensure that the Performance Max shopping products were the same as the Smart shopping campaign.
Match the current audience targets but also take advantage of the expanded audience signals offered.
Test new and additional creative, as more headlines, descriptions, images and videos are available in this campaign format.
Keep the same bidding strategy as Smart Shopping.
Keep the same daily budgets as Smart Shopping
Monitor the campaigns daily to ensure no significant drop in performance.
Provide weekly updates to the Joybird team.

RESULTS

When innovation

Redefining what’s possible in Paid Mediaoutperforms expectation

95%

Increase in revenue

Proof that bold and calculated moves in PPC can yield big wins.

40%

ROAS improvement

By strategically testing and scaling Performance Max campaigns

52%

Increase in clicks

Campaigns weren’t just reaching more people, but reaching the right people

Performance Max far exceeded our expectations. At the end of the initial test we saw:

40% higher ROAS
95% lift in revenue
52% increase in clicks

Because of this success, Joybird was featured in a Google case study for its impressive performance. Both the Joybird and Go Fish Digital team were also quoted in Furniture Today for their innovation in pay per click strategies.

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