Career case study
LASOO: combining awareness and ecommerce performance through Performance Max.
During Ed Jones’s agency career before founding Edify Digital, he worked on performance strategy for LASOO, using a hybrid Performance Max structure, video creative, retailer-led campaigns and Google Merchant Centre promotions to grow both awareness and sales.
Career case study — work from Ed Jones’s agency career before founding Edify Digital.
Services: Ecommerce Performance · Paid Search & Performance
Results at a glance
Awareness and sales, together.
- +62.28%
- Conversions
- +26.57%
- Clicks
- +7.53%
- ROAS
The challenge.
LASOO operated in a highly competitive marketplace where identical products appeared across rival platforms.
Dual objectives: conversions +50%, and clicks +25% as an awareness measure.
The challenge was to capture attention earlier in the journey without sacrificing purchase efficiency.
The approach.
Hybrid Performance Max structure
Feed-only Shopping coverage
Creative asset groups
Across Search, Display and Video.
Video in every format
Vertical, square and horizontal video.
Maximise Conversion Value with Target ROAS
Combined Retailer campaigns
GMC Promotions
Creative refreshes and customer-journey mapping
Holding position under pressure.
Impression Share remained stable despite stronger competition.
What the work demonstrated.
The LASOO work demonstrated how video and diversified creative inside Performance Max can support awareness and ecommerce outcomes at the same time rather than treating them as separate campaigns.
Related services
The services behind this work.
Next step
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