Summary

Performance improved by restructuring campaign segmentation and reallocating budget toward higher-value opportunities. We shifted Search focus to high-intent wholesale and private label keywords like “custom candles bulk” and “private label candles,” which consistently drove larger order sizes. Campaigns were further segmented to separate high-value wholesale traffic from lower-intent searches, allowing for more efficient spend. We leaned into top-performing ad groups, with Custom Candles driving high ROAS and Private Label supporting consistent volume, while reducing spend on broader, lower-intent keywords. As a result, revenue and ROAS increased significantly by capturing higher-value customers and improving budget efficiency across the account.