PMAX power play: new Google Ads strategy for Brunotti
Brunotti, an action sports brand, had strong creative ready for their Winter '25/'26 collection but needed their Google Ads account to work harder for it and to open up new growth markets across Europe. I restructured the account around Performance Max (PMAX) campaigns and rebuilt their Google Merchant Center product feed, then localised the new setup for the DACH region (Germany, Austria, Switzerland). The result was a 39% increase in Return on Ad Spend (ROAS) and a doubling of Black Friday results compared to the year before.nd into high-growth European markets. By restructuring their account around Performance Max (PMAX) campaigns and fully utilizing their Google Merchant Center feed, we achieved a 39% increase in ROAS and doubled their Black Friday results compared to the previous year.
The Challenge
Brunotti had genuinely strong assets prepared for the Winter '25/'26 collection, but their Google Ads account wasn't set up to make the most of them. Campaigns were fragmented, and their product data was feeding into Google in a way that left real potential untapped. With the new season approaching, they needed a modernised setup that could capture demand aggressively, hold the top spot on branded search, and support an expansion into the high-growth DACH region. Getting the account right before the season peak, and Black Friday in particular, mattered more than usual this year.
The Approach
We started with a two-day strategic session at Brunotti's headquarters. That wasn't a formality, it's where we aligned on core messaging, defined the audiences worth chasing, and mapped out the full restructuring plan together, so the account overhaul that followed was built on decisions the client actually owned. Out of that session, the direction was clear: pivot the account toward Performance Max (PMAX) rather than keep patching the existing fragmented setup. From there, I ran the overhaul myself. Rather than jumping straight into campaign structure, I started with a deep clean of the Google Merchant Center product feed, since PMAX only performs as well as the data behind it, bad feed data means the algorithm is guessing at what it's actually selling. That was the deliberate call: fix the foundation before touching anything downstream, even though it meant the visible campaign work came second. With the feed clean, I built out asset groups combining Brunotti's new winter visuals with tightly targeted ad copy, giving the algorithm exactly what it needed to match intent across every Google network rather than treating search, display, and shopping as separate problems. I also refined the search themes and audience signals feeding the campaigns, which pushed up impression share and got Brunotti back to the top of the page for high-intent branded search queries, traffic that's cheap to win if you're structured correctly, and expensive to lose if you're not. None of this stayed confined to their home market, either. I built localised versions of the new PMAX structure specifically for the German-speaking DACH markets, adapting the setup to local search behaviour and demand rather than just duplicating the Dutch campaigns across borders.
The Results
39% increase in ROAS. The restructured PMAX campaigns delivered this jump compared to Brunotti's previous account baseline, driven by the cleaner feed data and tighter asset groups doing the targeting work instead of manual bidding. Black Friday results doubled compared to the same period in 2024, during the most competitive and highest-stakes stretch of the season, exactly when the new structure needed to prove itself. The localised DACH rollout also did its job, converting high-intent traffic in the growth regions Brunotti was trying to break into. It was a strong collaboration with the Brunotti team, and a seasonal launch that landed right when it needed to.
