The client's starting goal
Direct buyer of luxury bags, watches and jewelry from consumers, in France and launching in Italy. The challenge: on Google, someone who wants to sell a bag and someone who wants to buy one type almost the same words. We had to capture only owners ready to part with their items, while building the brand's credibility.
Key actions
Search intent analysis guided a structure by product category and area, with drive-to-store for Paris and Milan, and the latest Google Ads AI features to get ahead of competitors.
- Keywords and negatives chosen to isolate selling intent
- Campaigns by product category: bags, watches, jewelry
- Campaigns by area, with drive-to-store for Paris and Milan
- AI Max enabled to show up ahead of competitors on new queries
The impact
January to May, year over year: +101% conversions and cost per conversion down 26%, with spend up 49%.
The extra budget was absorbed at a lower cost per conversion: growth was not bought at a premium.
