Challenge: Facing reduced holiday budgets compared to the previous year, an internationally renowned luxury brand sought maximum efficiency in shopping spend during the peak gifting season. With a goal to maintain healthy ROAS targets and online average order value amid unpredictable holiday demand, I worked with internal product teams and agency leads to create an optimized performance plan based on these critical efficiency metrics, while managing sensitive brand safety and suitability limitations.

Approach: Collaborating closely with the client and agency, I led the adoption of a URL expansion-based strategy to prioritize high-value orders. Utilizing Performance Max's URL expansion controls, the campaign successfully directed traffic toward higher price-point items and successfully maximized both revenue and efficiency. This strategy also incorporated robust exclusions and content limitations to ensure brand-appropriate inventory and formats.

Results: The URL expansion successfully restored AOV to desired levels while increasing ROAS, revenue, and sales volume during an unpredictable but high-stakes sales period. Upon seeing strong results in Q4 assessments, the brand implemented the strategy as an ongoing cornerstone of their shopping investment strategy, delivering sustained growth and efficiency while maintaining brand safety.