The account is not underperforming because of its creative. It is spending in the wrong places and sending Google the wrong signals — and both are structural, which means both are fixable in days rather than quarters.
Bibado ranks strongly on its own name. Paying for the majority of those clicks means buying the same visit twice.
Moving brand from 61% to a 10% ceiling frees roughly half the monthly budget without asking for a penny more. That is the largest single lever in the account, and it funds everything else on this page.
| Campaign | What we see | State |
|---|---|---|
| Brand | 61% of total budget against a strong organic presence on the same terms | Over-funded |
| NB Search | £397 spent on search terms; only £35 of it on terms that converted | Leaking |
| PMAX Coveralls | 61 new customers at £16.73 on just £40 a day | Starved |
| BN PMAX Bundles | Only two products generating; the rest never get impressions | Concentrated |
Some leakage is normal. At 91% it is not leakage — it is the campaign's default state.
This is a campaign limited by its budget rather than its performance. It is the natural home for money recovered from brand.
Smart bidding is only as good as the instructions it is given. Two of those instructions are currently wrong.
Three set as primary. There should be one. An Android install action and one recording zero conversions are both pulling the algorithm away from revenue.
Two of six working. Audience signals describe the ideal customer. Four are ineligible, so most of that guidance is switched off — and the relevant in-market audiences are not in use at all.
Everything beyond a single primary action is noise in the signal Google optimises against.
Keep one revenue action primary. Move the Android install and the zero-conversion action to secondary, or remove them. Ten minutes of work with an outsized effect on what the algorithm chases.
The four ineligible signals need their settings corrected or the lists rebuilding.
Fix or rebuild the four, then layer in the in-market audiences that match a weaning customer — there is a long list the account has never touched.
The top sellers over the last thirty days were the Happy Hares and Arctic Amigos long-sleeve coveralls. Because they perform, the algorithm keeps giving them the spend — correct behaviour, and also the reason no other SKU gets a chance to prove itself.
Move those two into their own feed-only asset group inside the same campaign, so the rest of the range has room to generate revenue. The same applies to BN PMAX Bundles, where only two products are performing. Against this much retailer competition on generic terms, this is also how the revenue stays with Bibado rather than going to a reseller.
It currently points at a single product page. The coveralls collection page would give more choice and put the bundles in front of the customer, which is where the higher order values sit.
Test the collection page as the destination — but after the asset group split, so the two changes can be read separately.
One long headline is in breach and restricting exposure. It was disapproved under what Google calls a past policy — the account likely triggered the same rule repeatedly, the rule has since been retired or rewritten, and the flag stayed.
Replace the headline, or appeal on the basis the policy no longer exists in that form. Replacing is faster; appealing is cleaner if the flag suppresses more than this one asset.
On generic terms Bibado is bidding against resellers carrying the same product. In Shopping, the first words of the title and the clarity of the image are most of the battle.
Titles should lead with what customers search, then colour and size, with the brand last. Bibado's currently open with the brand and repeat variations of the same phrase.
Bibado Coverall Weaning Bib - Baby Feeding Bibs - Long Sleeve Baby Bibs - Arctic StyleLong Sleeve Coverall Weaning Bib, Arctic - BibadoRewrite the feed titles to that pattern across the range.
Some products use a standard ecommerce shot — best practice, and generally the stronger performer in Shopping. Others use a baby model shot, which is a good image and works well on the website, but Shopping is a fast-scanning surface where the product needs to read instantly.
Standardise the feed on ecommerce shots. The lifestyle photography keeps its place on site, where there is room for it to work.
Ordered by effect against effort. The first three cost nothing but attention, and they change what the account optimises towards before any budget moves.
Nothing above asks for additional budget. The first six changes are paid for by the spend already being wasted on brand terms and non-converting search queries.