From Generic to Granular: A Google Ads Restructure for Eyewear eCommerce

Worked with an eCommerce client specializing in sunglasses and eyewear in Ireland, managing their Google Ads campaigns across both Search and Performance Max.

The challenge: The setup involved the Google Merchant Center, and the existing campaigns were structured generically across all product ranges. There was no category-specific approach, which was draining budget inefficiently across the Shopping ads.

The solution: I proposed restructuring the campaigns by collection — mirroring the website’s own structure (e.g., Men/Women → Glasses/Sunglasses → Brand). For each product range, I built dedicated asset groups with tailored search signals and audience signals. This gave Google much clearer signals about what each product was and who the right audience was, improving both relevance and performance.

I also built dynamic remarketing campaigns targeting users who had abandoned their cart. This ensured ads were served based on genuine user interest, maximizing budget efficiency across the funnel.

See screenshot below for the year-over-year increase in Sales and ROAS

Key takeaway: Campaign structure is the foundation of campaign success. Anyone can run a Google Ads campaign — but the ones that truly succeed are built on strong structure and a deep understanding of how Google’s algorithm works.