Goldia — jewellery e-commerce scaling across the US, UK, Canada and Australia
We turned a mixed-market Google & Meta 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.
Where it started.
When we took over Goldia, the US, UK, Canada and Australia campaigns were running in the same account, from the same budget pool and largely with the same creatives. Automated bidding was learning signals from four currencies and four seasonal curves as a single "average".
The result: the US pulled all the budget and Australia got almost no impressions. The Merchant Center feed had country-level price/shipping errors, and because conversion tracking didn't convert currencies, ROAS couldn't be compared.
Step by step.
Fix the measurement stack
GA4 e-commerce events via GTM, Google Ads conversions and Meta CAPI; comparable country-level ROAS through currency normalisation.
Country-level account architecture
Separate campaign set, separate budget, separate bid target per country. Country feeds, local price and shipping rules cleaned up in Merchant Center.
Performance Max + Advantage+ mix
PMax + brand-protection search on Google, Advantage+ Shopping + catalogue retargeting on Meta; creatives localised per country.
Seasonal budget and weekly tests
A separate budget plan for each country's own season calendar (Valentine's, Mother's Day, Black Friday, summer); weekly creative and audience tests.
What changed.
With the new structure each country started learning from its own data; Australia and Canada, previously starved of impressions, became profitable and budget efficiency in the US improved. Most importantly, the client could now see every country's real ROAS and make growth decisions accordingly.
Lessons.
- Automation is only as good as its data. However powerful PMax and Advantage+ are, feed them mixed country signals and they optimise the "average".
- The feed matters as much as the campaign. No bidding strategy can save you until the country-level price/shipping errors in Merchant Center are fixed.
- Every market has its own calendar. Summer in Australia is in December; one season plan doesn't fit four countries.
I wrote in detail on the blog about the thinking behind this case:
Shall we talk ?
I'd be glad to walk you through the details, the data and the decisions behind it.