Performance Reimagined:
How Wittchen Optimized Costs
While Increasing Conversions
The Challenge
Wittchen is a well-known brand of leather goods and travel accessories with more than 30 years of history. Despite intensive digital efforts, its Google Ads campaigns for the “wallets” category were not achieving the expected ROAS. A static campaign structure and a lack of dynamic budget allocation made it difficult to scale conversions and optimize spending.
The Strategy
A new budgeting logic based on data and automation
We implemented a two-tier campaign optimization strategy for Wittchen within Search Ads 360:
Dynamic product segmentation: Using a dedicated script, we divided products into two groups: bestsellers and others, assigning each to separate Performance Max campaigns.
Real-time budgeting: Search Ads 360 budget plans enabled centralized budget management and automatic budget reallocation between campaigns based on live performance data.
Floodlight-based measurement: Precise conversion tracking allowed us to better understand the real impact of each campaign and support optimization decisions.