A multi-brand watch retailer hit 4.9× ROAS — a 1.6× lift — and 40% YoY revenue growth across 8 brand lines.

What wasn't working.

The client managed paid marketing for 8 distinct watch brands — ranging from mass-market to premium Swiss — under one holding company. Each brand had different audiences, price points, and conversion motions, but paid search was being managed with a single generic keyword structure and a single generic creative template.

Result: Google Quality Score averaged 4, CPCs were 2.3× benchmark, and the shared account was consuming budget that could have driven much higher-intent traffic to each brand line individually.

What we did.

We rebuilt the account structure around SKU-level keyword grouping. Every brand got its own campaign tree, and within each, SKU families (dive watches, dress, chronograph, etc.) got their own ad groups with tailored messaging.

Audience IQ graded the first-party purchase history across all 8 brands, then built cross-brand cross-sell segments — customers who bought a mid-tier dress watch showed strong intent signals for the premium line 9–14 months later.

Creative IQ handled the ad variants at scale: 300+ ad groups would have been impossible to monitor manually. Health scoring at the asset level meant refresh budget went to the specific SKU groups where it was needed.

What changed.

Google Quality Score climbed from 4 to 9 across the restructured account within 10 weeks. CPC dropped 34%. ROAS improved from 3.1× to 4.9× — a 1.6× lift. Year-over-year revenue across the brand portfolio grew 40%.

“The SKU-level keyword grouping plus tailored messaging per brand was the unlock. Quality Score moved from 4 to 9 in under 10 weeks. Once Audience IQ surfaced the cross-brand buyers, we had a new growth lever we didn't know existed.”
— Head of Digital · Multi-brand retail group