Goldia
Jewellery e-commerce selling in four countries. I turned a mixed-market structure run from a single account into a system that scales separately in four markets, with country-level account architecture, a clean Merchant feed and a Performance Max + Advantage+ mix.
Year by year, piece by piece.
Jewellery E-commerce · US, UK, Canada, Australia
Rebuilding the measurement stack
GTM · GA4 e-commerce events · Google Ads conversions · Meta CAPI · currency normalisation
Country-level account architecture
Separate campaign set, budget and bid target per market; Merchant Center country feeds
Performance Max + Advantage+ mix
PMax + brand protection, Meta Advantage+ and catalogue retargeting; localised creatives
Season calendar and budget plan
Separate plans per country for Valentine's, Mother's Day, Black Friday and summer
Weekly creative & audience testing loop
Weekly rotation and learning report on Meta; winning formats carried to Google
What made this hard
Four countries, four currencies, four separate season calendars — and a single automated bidding algorithm sitting on top of all of it. Automated campaign types like Performance Max and Advantage+ learn from the conversion data they see; if the measurement layer is broken they learn from the wrong data, and it takes months to notice. Why that's fragile in multi-market e-commerce is its own piece.
What I prioritised
Before touching anything on the ad side we rebuilt measurement — attribution traps are the expensive part of this job. Then I split the account architecture by country, so each market runs on its own budget and its own target. The automated campaigns weren't deployed alone but alongside a controlled search structure. Creative and audience testing went onto a weekly cycle, and the season calendar became the skeleton of the budget plan.
