Scaling Profit with a Smarter Paid Search Mix

Cutting branded spend paid off, literally.

Smarter structure, sharper targeting, and bold reallocation turned flat growth into a 237% revenue surge with lower CPAs and nearly 12,000 more conversions.

Morimoto designs and sells high-performance automotive lighting products for car and truck enthusiasts worldwide.

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challenge

Beyond vanity metrics to real growth

Morimoto’s previous agency leaned heavily into branded search. While it looked good on paper, it masked stagnation. Rising CPCs and inflated ROAS meant growth was flatlining. They needed to move beyond the vanity metrics and into profitable scale.

Their challenge: drive a 10% increase in revenue while maintaining at least a 650% ROAS, without leaning on branded terms.

Services

Paid Search
YouTube
Analytics

Since bringing Go Fish on board we’ve seen a remarkable improvement in both efficiency and sales through our paid digital advertising program… Their partnership has been a major cornerstone of our ongoing success in our D2C business.

Chris, Senior Vice President

strategy

Building a full-funnel engine for scalable growth

Morimoto’s previous search strategy leaned heavily on branded terms. It delivered inflated ROAS but didn’t bring in new customers. Revenue was flat, acquisition was stagnant, and mid-funnel engagement was nearly nonexistent.

Go Fish rebuilt their paid media mix around full-funnel growth. Instead of chasing easy wins, we focused on finding the right audience at the right stage, then guiding them toward purchase with the right format and message.

Here’s how we did it:

Smarter segmentation in Performance Max: We broke campaigns out by product and vehicle make or model, then layered in first-party data and custom audience signals to improve intent matching.
Mid-funnel activation through video: YouTube Shorts were deployed using Demand Gen campaigns, helping Morimoto reach shoppers early in their research journey with engaging, product-focused creative.
Strategic reallocation of budget: We reduced reliance on branded search and reinvested in channels that could actually scale revenue while sustaining ROAS.

This shift unlocked more efficient spend, stronger engagement across the funnel, and a path to long-term growth, not just quick wins.

What We Actually Did

Built PMAX campaigns segmented by product and make/model.
Used first-party and custom audience signals for targeting.
Deployed YouTube Shorts via Demand Gen for mid-funnel engagement.
Launched Video Action and View campaigns with capped frequency.
Reallocated budget from branded search to non-branded shopping.
Ongoing A/B testing of audiences and creative variations

results

When efficiency

Tactical shifts unlocked rapid paid media growthdrives expansion

237%

YoY increase in Performance Max revenue.

Smarter segmentation and product-level targeting helped unlock scalable growth across high-intent audiences.

52%

Reduction in cost per acquisition.

Reallocating spend away from branded terms drove down costs while expanding new customer reach.

633%

Revenue growth from video campaigns.

Mid-funnel activation with YouTube Shorts captured attention early and converted with efficient returns.

Demand Gen campaigns using YouTube Shorts drove over 500% ROAS and generated 11,900 more conversions year-over-year.

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