Upon receiving a client referral to conduct an audit of Performance Max campaigns, I assumed responsibility for the account and conducted a thorough examination. The analysis revealed significant deficiencies, primarily the absence of proper SKU segmentation, as all SKUs were consolidated within a single asset group. Additionally, generic headlines and descriptions, along with the absence of visually compelling images or videos, were noted.

In response to these findings, I facilitated a comprehensive overview meeting with the client. During this session, we collaboratively identified the key areas for improvement and mutually decided to revamp the campaigns. The strategic approach involves implementing proper SKU segmentation, crafting compelling headlines and descriptions, and incorporating high-quality images and videos to enhance the overall campaign performance. This transformation aims to address critical optimisation aspects and elevate the impact of the Performance Max campaigns.