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Case study · Performance Max · Watches

Google Performance Max for Sales Growth | Case Study

A watches and fashion-accessories retailer in the Middle East wanted revenue from a broad audience on a modest budget. We fed Performance Max the client’s own customer data as its starting signal, and 18 days and $621 later the campaign had generated $8K at a 1,287% ROAS.

Watches & accessories retailMiddle EastPerformance Max6 → 23 Mar 2024Luxury Jewelry & Watches
Build a plan like thisReplay 6 → 23 Mar 2024
Replay availableCase file · 6 → 23 Mar 2024

1,287% ROAS

return on ad spend in 18 days

$8Krevenue
$621ad spend
1.36%CTR
Watch the campaign replay5 stops, from the starting point to the result
Results at a glance

Results at a glance

A watches and fashion-accessories retailer in the Middle East asked AlGurus to test whether Google Performance Max could drive revenue growth on a modest budget. The audience was broad, so we started the algorithm from the client’s own first-party customer data and adjusted in real time. Over 18 days, from 6 to 23 March 2024, a spend of $621 generated $8K in revenue: a 1,287% ROAS, against a 200–400% global average for similar campaigns. The click-through rate was 1.36%, against a global Performance Max average of about 1%.

From the dashboardGoogle Ads
Google Ads overview of the Performance Max campaign, with activity in March 2024: 1.36% CTR, $621 cost, 1,287.64% actual ROAS and 8K conversion value.
Performance Max · March 2024 See all 2 screenshots
Return on ad spend
1,287%vs 200–400% global average
Revenue
$8K6 → 23 Mar 2024
Ad spend
$6216–23 Mar 2024
Click-through rate
1.36%vs ~1% Performance Max average
01 · The challenge

A broad audience, a modest budget and a revenue target

A watches and fashion-accessories retailer in the Middle East came to AlGurus to explore what Google Performance Max could do for revenue growth. The budget was modest and the client wanted significant results, from an audience broad enough to spread any budget thin.

Too many possible buyers

Watches and accessories appeal to a wide audience. Without focus, a small budget reaches many people and convinces few.

Many channels

The campaign had to work across Search, Display, YouTube and the rest of Google’s ecosystem at once.

Returns, not reach

The client needed a solution that allocated a limited budget to the people most likely to buy.

02 · The strategy

Start the algorithm from the customers you already have

Performance Max learns who converts by spending. On a broad audience and a small budget, it can spend the whole budget learning. The fastest way to shorten that is to tell it, from day one, what a real customer looks like. The client already knew: its own buyers.

ObjectiveDrive significant revenue growth from a broad audience across Google’s channels, on a modest budget, within a few weeks.

Pillar 1

First-party audience signals

The client’s own customer data, combined with interest-based targeting, told the algorithm whom to look for first.

Pillar 2

Comprehensive assets

A full range of text, images and videos tailored to the audience, so every channel had strong material to run.

Pillar 3

Real-time adjustments

Automation set bids, budget and placements, while we monitored continuously and adjusted as performance trends appeared.

This is the main difference from our Performance Max test for a jewelry store. There the product sold on looks and creative was the lever. Here the audience was the problem, and data was the answer.

03 · Execution, replayed

Press play: 18 days, five decisions

Drag the timeline or press play. Each stop shows one decision and what it did for the result.

5 / 5
6 Mar 2024 · Starting point

A broad audience and a modest budget

The client sells watches and fashion accessories to a wide audience across the Middle East. A broad audience on a small budget is the classic way to spend fast and learn little, so the challenge was focus.

  • Modest budget
  • Broad audience across many channels
  • Goal: significant revenue, not just reach
The bar to beat

200–400%

global average ROAS for similar campaigns

Global avg200–400%
Step 1 · Data

The client’s own buyers as the signal

Instead of guessing who might buy, we gave Performance Max the client’s first-party data and combined it with interest-based targeting. The algorithm started from people who look like real customers.

  • First-party customer data as audience signals
  • Interest-based targeting layered on top
Step 2 · Assets

A full set of assets for every channel

Performance Max mixes text, images and video to fit each placement. We built a full range of each, written and designed for the client’s audience, so no channel was left with weak material.

  • Text assets
  • Image assets
  • Video assets
Step 3 · Automation

Automation on bids, budget and placements

With strong signals and assets in place, we let Performance Max’s automation set bids, allocate budget and choose placements across Google’s ecosystem.

  • Automated bidding
  • Automated budget allocation
  • Placements across Search, Display, YouTube and more
Click-through rate

1.36%

vs a ~1% global Performance Max average

This campaign1.36%
Global avg~1%
23 Mar 2024 · Result

$8K from $621

Throughout the 18 days we monitored the campaign and made real-time adjustments as trends appeared. It closed with $8K in revenue on $621 of spend: a 1,287% return.

  • Real-time monitoring and adjustments
  • $8K revenue
  • 1,287% ROAS
Return on ad spend

1,287%

vs a 200–400% global average

This campaign1,287%
Global avg200–400%

Google Ads shows the campaign ran from 6 to 23 March 2024; the case gives no dates for each step. The stops follow the order of the work.

Have customer data that is not working for you yet?

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04 · The results

1,287% return on a $621 budget

The campaign ran for 18 days, from 6 to 23 March 2024. The averages below are global benchmarks for similar campaigns, not the client’s earlier results.

Return on ad spend

This campaign vs global average (upper end)

1,287%

Click-through rate

This campaign vs Performance Max average

1.36%

A spend of $621 generated $8K in revenue. The click-through rate of 1.36% looks modest next to search ads, but it is above the Performance Max average, and the clicks that came were from high-intent users who went on to buy. That is the result first-party signals are meant to produce: fewer wasted impressions, more revenue per click.

Results vs global averages (6–23 Mar 2024)
MetricResultGlobal average
Return on ad spend1,287%200–400% (similar campaigns)
Click-through rate1.36%~1% (Performance Max)
Ad spend$621N/A
Revenue$8KN/A
Platform screenshots

Proof from the platforms

Real screenshots from the ad, analytics and store accounts behind this case. Client names and account details are not shown. Open any screenshot to see it full size.

  • Google Ads overview of the Performance Max campaign, with activity in March 2024: 1.36% CTR, $621 cost, 1,287.64% actual ROAS and 8K conversion value.
    Google AdsPerformance Max · March 2024
  • Google Ads time series from 6 to 23 March 2024: 6.55K clicks, 482K impressions, $0.09 average CPC and $29.29 cost per conversion.
    Google Ads6–23 Mar 2024
05 · What we learned

Three lessons on Performance Max with a small budget

Your data is the best signal

Starting from the client’s own customers focused a broad audience faster than any interest list could on its own.

Judge clicks by value

A 1.36% CTR produced a 1,287% ROAS. Click volume is not the goal; buyers are.

Adjust while it runs

Real-time monitoring let us respond to trends inside an 18-day window, instead of reading the result afterwards.

When this approach fits

You have customer data. Past buyers, even a modest list, give Performance Max a head start.

Your audience is broad. The wider the possible market, the more a good starting signal is worth.

Your budget is limited. Less money spent on learning means more spent on selling.

Services used

The team and tools behind this case

Performance MaxFirst-party audience signals, real-time adjustmentsEcommerce Google AdsRevenue tracking for online salesAnalytics & ReportingContinuous monitoring of trends and returns
Platform & partners
Google PartnerPremier 2026MetaBusiness PartnerShopifySelect PartnerSallaPartner

Built by a Google Premier Partner, Meta Business Partner, Shopify Partner and Salla Partner agency in Amman: $28M+ in ad spend managed, 75+ Shopify stores delivered, 120+ brands served. Google Premier Partner: Top 3% of Google Partners in the World.

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  • Google Premier Partner, Meta, Shopify and Salla Partner
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FAQ

Questions about this case

What ROAS did Performance Max deliver for the watches retailer?

1,287% over 18 days (6 to 23 March 2024), against a 200–400% global average for similar campaigns.

How much was spent and how much revenue came back?

The campaign spent $621 and generated $8K in revenue.

The CTR was only 1.36%. Is that a problem?

No. The global average CTR for Performance Max is around 1%, and here the clicks came from high-intent users who bought. For revenue, what matters is who clicks, not how many.

What are first-party audience signals?

Data the business already owns about its customers. Giving it to Performance Max as a starting signal helps the algorithm find people like your buyers, instead of learning from scratch on a broad audience.

How is this different from your other Performance Max case?

The jewelry Performance Max test was won mainly by creative for a product sold on looks. This one was won mainly by data: the client’s own customers told the algorithm whom to find.

Similar results

More case studies like this

Google AdsWatches & jewelry · Middle East763%ROAS from Performance Max

Performance Max for a Jewelry Store

Global avg 200–400%Google AdsWatches & jewelry · Middle East$1.19Mrevenue

Google Search Ads for a Watches Seller

865% ROAS, 2019–2025Meta AdsWatches & jewelry · Jordan20.14ROAS in 4 days

Meta Ads for Luxury Watches Brand in Jordan

Benchmark 4–6
Related reading

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More sales for a online store in Jordan

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  2. Localise for Jordan: language, offers and the payment or contact methods people there use.
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