ShopVernici transformed its Google Ads ecosystem with a structured, data-driven approach covering campaign architecture, Merchant Center optimization, Shopping, Performance Max, high-intent Search, dynamic remarketing, and advanced conversion tracking.
ShopVernici is one of Italy's leading online retailers specializing in premium paints, decorative finishes, wall coatings, resins, wallpapers, professional painting tools and construction products from brands such as Sikkens, Valpaint, Giorgio Graesan, Herbol, Baumit, Cebos, Casati, Amonn and Univer.
Before optimization, product categories were grouped too broadly, high-margin and low-margin products shared the same campaign budgets, limited campaign segmentation reduced optimization flexibility, and budget allocation was not based on profitability. After optimization, the account was rebuilt with a scalable architecture segmented by product category, profitability and campaign objective, including Performance Max, Standard Shopping, Brand Search, Non-Brand Search, Dynamic Search Ads, Seasonal Promotions, Clearance Campaigns and Dynamic Remarketing.
Merchant Center
The account started with product titles lacking high-value search keywords, product attributes requiring optimization, feed quality limiting Shopping visibility, and seasonal products not prioritized effectively. The optimized setup introduced SEO-focused product titles, rich product descriptions, product category restructuring, GTIN validation, brand optimization, custom labels, product image improvements and Merchant Center diagnostics cleanup.
Google Shopping
Best-selling products competed against low-performing items, impression share was below potential, generic campaign organization reduced efficiency, and there was limited optimization for premium paint brands. Shopping campaigns were segmented into strategic categories including Interior Paints, Exterior Paints, Decorative Finishes, Resins, Wallpapers, Primers, Waterproofing Products, Painting Accessories, Professional Tools and Best Sellers.
Performance Max
Generic asset groups, limited audience signals, minimal creative testing and broad product group targeting were replaced with continuous optimization using audience signals, Customer Match, asset group segmentation, creative testing, search term insights, product group optimization, seasonal asset refreshes and budget reallocation.
Search Campaigns
Limited non-brand keyword coverage, mixed branded and generic traffic, missing long-tail purchase-intent keywords and limited category-specific campaigns were expanded into dedicated Search campaigns targeting interior paint, exterior paint, decorative paint, resin flooring, Sikkens paint, wall paint, professional paint, decorative plaster, waterproof coatings and painting supplies.
Dynamic Remarketing
Basic audience targeting was expanded into a full-funnel remarketing system segmenting returning visitors into product viewers, cart abandoners, previous customers, high-value buyers, premium brand shoppers and seasonal promotion visitors, significantly improving repeat purchases while lowering customer acquisition costs.
Conversion Tracking
Standard purchase tracking with no Enhanced Conversions, limited first-party audience collection and incomplete attribution reporting was upgraded with Google Ads purchase tracking, GA4 integration, Enhanced Conversions, revenue tracking, first-party audience collection and customer journey analysis, enabling Google's Smart Bidding algorithms to optimize more accurately.
Continuous Optimization
The account was actively managed every week through search term analysis, negative keyword expansion, bid strategy optimization, budget reallocation, Merchant Center diagnostics, product feed optimization, audience refinement, geographic optimization, device performance reviews, landing page analysis, creative asset testing and seasonal promotion planning.
Final Outcome
The Google Ads transformation positioned ShopVernici as a stronger online leader within Italy's highly competitive home improvement and paint market. By rebuilding the account structure, improving Merchant Center data quality, optimizing Shopping campaigns, and expanding high-intent Search coverage, the business significantly increased qualified traffic and revenue while maintaining healthy advertising efficiency.
Over the reporting period, Google Ads generated €1.73 million in tracked conversion value from €412,000 in advertising spend, achieving a 4.19x Return on Ad Spend while delivering 1.75 million qualified clicks. The optimized account also improved visibility for premium paint brands, strengthened campaign scalability, and enabled smarter budget allocation toward the highest-performing products, supporting long-term business growth.
