The Challenge
Florina is a prominent Polish brand specialized in kitchen, dining, and household products. With thousands of SKUs, the company struggled to react to market shifts in real time. It found that manual product segmentation was too slow, leading to a flat budget distribution. High- potential products weren't getting enough fuel, while underperforming items were draining resources. Florina needed a way to dynamically prioritize its inventory to maximize its return on ad spend (ROAS).
The Approach
Florina collaborated with its CSS partner Salestube to design a custom Google Apps Script to work in tandem with Performance Max. The intent wasn't to replace the AI, but feed it better data signals. The script enabled dynamic product labeling, automatically analyzing Florina’s internal performance data and tagging products as bestsellers, profitable, and unprofitable. Florina then used these labels to segment its Performance Max campaigns. This allowed it to funnel budget into the bestseller asset groups while the Google AI optimized bidding for Maximum conversion value. Using Google Merchant Center, Florina ensured its product data was always accurate and ready for Performance Max to serve the right ads across Search, Shopping, and YouTube.
The Results
By integrating Salestube’s custom automation with Google’s machine learning, Florina saw an immediate lift in efficiency during the first quarter of implementation. The solution yielded a 15% increase in total return on ad spend (ROAS), and for Performance Max campaigns it increased revenue 20% and conversion rate (CVR) 32%.
“The Apps Script completely changed our approach to managing Performance Max campaigns. Automatic product segmentation based on actual performance allowed us to make more accurate budget decisions. This was key for optimization and directly contributed to increasing our advertising profitability.” - Katarzyna Zadróżna, SEM Director, Salestube