BETTING & GAMING
UK Tote Group
+12%
Month 1 revenue growth
+20%
CTR uplift since Jan ‘24
−20%
CPC via CSS partnership
THE CHALLENGE
One PMax. Zero control.
Trade Mart were facing significant obstacles in their Google Shopping campaigns. High CPCs, a single broad-targeted PMax campaign, no clear control to steer performance toward high-margin, seasonal or promotional items. Budget was spread too thin across the catalogue with no segmentation, and they were uncertain where to allocate spend for maximum impact.
High CPCs, low efficiency
Budget spread too thin across the catalogue.
Poor ROI on every click.
Budget spread too thin across the catalogue.
Poor ROI on every click.
No strategic targeting
One catchall PMax. No way to steer toward high-margin or seasonal lines.
One catchall PMax. No way to steer toward high-margin or seasonal lines.
THE STRATEGY
Margin first. CSS second.
We restructured Google Shopping around product categories and profit margins — separating high-margin lines from commoditised ones so budget tracked profitability, not just revenue. Then we partnered with ProductCaster CSS (alongside Jigsaw Media) to unlock a 20% CPC saving on every click. The savings went straight back into the highest-performing categories, amplifying exposure and driving more conversions.
Two pillars
Product & margin-based segmentation. ProductCaster CSS partnership.
Product & margin-based segmentation. ProductCaster CSS partnership.
Smart reinvestment
CSS savings funnelled into the highest-converting product groups.
CSS savings funnelled into the highest-converting product groups.
WORKSTREAMS
What we actually did.
01
Margin-based segmentation
Restructured Google Shopping into distinct campaigns by product category & profit margin. Bids and budgets aligned to profitability goals, not vanity volume.
02
ProductCaster CSS partnership
Joint partnership with Jigsaw Media and ProductCaster unlocked a 20% CPC saving across every click. Reinvested directly into the best-performing categories.
03
PMax overhaul
Killed the single catchall PMax. Replaced with margin-aware asset groups, custom labels and exclusion strategies giving real control over where budget went.
04
Reporting that meant something
Improved product-level visibility means Trade Mart can now predict future performance, react to seasonal trends and make proactive campaign decisions.
tHE RECEIPTS
Numbers we’re proud of.
Performance summary
12% growth in revenue. 20% uplift in CTR. Month 1.
Margin-based segmentation + smart bidding lifted ROI immediately. High-margin lines saw a notable jump in visibility & conversions. Product-level visibility now drives proactive seasonal planning.
Period: Jan 2024 onwards \ source: Google Ads + GA4
CLIENT TESTIMONIAL
“I am immensely grateful to Can-Do Digital Marketing for their exceptional services. Their ongoing tailored strategy delivered instant results, boosting our client’s website traffic and sales. I wholeheartedly recommend them to colleagues and peers, confident in the transformative impact they can bring to any business.”
Produced in partnership with
Jigsaw Media
+
ProductCaster CSS
+
Can-Do Digital
Want results like Trade Mart?
Book a free audit of your channels. We’ll come back with a 90-day plan within a week.
