During peak demand periods, Bellapiel's Performance Max campaigns maintained strong profitability levels but were unable to spend the full allocated budget. This limitation reduced the brand's ability to grow sales during key moments and made it more difficult to achieve its business targets.

Although Performance Max remained one of the best-performing formats in the account, it had reached a delivery limit that prevented investment from scaling efficiently. Complementary campaigns could increase budget spend, but delivered considerably lower ROAS levels.

The challenge was to identify an additional format that could expand investment capacity, maintain efficiency and capture incremental demand without affecting the performance of Performance Max.

The brand needed a solution that could:

• Scale investment during periods of high demand.
• Maintain a CPA aligned with business objectives.
• Capture high-value incremental demand.
• Complement Performance Max delivery without affecting its performance.
• Diversify the campaign structure with a profitable and controllable format.

Until then, due to budget constraints and a prioritization strategy focused on campaigns with proven performance, the account had not activated certain complementary formats such as Shopping, Display or Always On Video. The opportunity was to introduce a new activation layer capable of driving real growth while maintaining a strong focus on profitability.

A Shopping campaign was activated as a strategic complement to Performance Max. The objective was to capitalize on specific product searches, gain greater control over the investment allocated to the format and unlock an additional source of profitable growth.

Unlike other complementary campaigns with lower efficiency, Shopping offered a clear opportunity: reaching users with direct purchase intent, particularly through searches linked to specific products, brands or needs within Bellapiel's catalogue.

The strategy made it possible to:

• Capture purchase demand that Performance Max was not prioritizing.
• Ensure investment was 100% focused on Shopping.
• Access greater investment capacity during key periods.
• Redirect budget not spent by Performance Max towards a profitable channel.
• Increase coverage across high-value transactional searches.
• Diversify the campaign structure without losing focus on profitability.

The activation of Shopping was not intended to replace Performance Max, but to strengthen the paid media ecosystem with a more precise, controllable layer focused on capturing purchase intent. This allowed Bellapiel to expand its delivery capacity and make better use of conversion opportunities during periods of high demand.