Case Studies / Jaycar Electronics
Performance Max Google Shopping Feed Automation Retail eCommerce

How Jaycar turned 10,000 SKUs
into a profit-first PMax machine.

Australia’s leading electronics retailer was running Performance Max across a 10,000+ SKU catalogue — with no way to distinguish high-margin winners from low-margin volume. We built an automated intelligence layer that changed everything.

+45%
ROAS improvement
+110%
Conversion value growth
10k+
SKUs scored daily
Conversion Value Growth
12-month rolling · Indexed to month 1 = 100
100 200 300 400 +110% Before After automation M1 M3 M5 M7 M9 M11
Before automation
After automation
The Challenge

10,000 SKUs. One PMax campaign.
No way to tell which were profitable.

Jaycar Electronics is one of Australia’s most recognised electronics retailers — with over 10,000 products spanning everything from hobbyist components to consumer electronics, cables, tools and test equipment.

Their Performance Max campaigns were generating revenue, but the blended ROAS was masking a critical problem: high-margin products weren’t getting enough budget, while low-margin commodity items were eating spend and dragging profitability down.

Google’s machine had no signal about which products were actually profitable. It was optimising for conversion value — not profit. The result: impressive topline numbers, but margins under constant pressure.

Problem 1
Budget spread too thin

PMax treating a $4 cable and a $400 oscilloscope equally. High-value, high-margin products starved of budget.

Problem 2
ROAS masking profit leaks

A 15× ROAS on a 5% margin product is less profitable than a 6× ROAS on a 60% margin product. No system was making this distinction.

Problem 3
No feed intelligence

Google Merchant Centre had clean data but no performance segmentation. PMax couldn’t distinguish a high-value winner from a budget drain.

The Solution

Automated profit-first intelligence
fed directly into PMax.

We integrated Our SKU Intelligence Engine with Jaycar’s Google Merchant Centre to assign a daily 0–100 performance score to every SKU — automatically configuring PMax to fund winners and suppress losers based on real profitability signals.

Automation Architecture
Jaycar
Merchant Centre
10,000+ SKUs
with live pricing,
stock & margin data
→
Daily Sync
our SKU Intelligence Engine
0–100 SKU Scoring
ROAS × Margin ×
Price Competitiveness
= Performance Score
→
Performance Max
Auto-configured
Custom labels updated
daily · Budget & tROAS
set per tier automatically

The Four-Quadrant SKU Strategy

Every product assigned to a quadrant daily. PMax configured to bid differently in each.

01
Power Tier
High ROAS · High Value

Profit engines. Fund fully with aggressive tROAS. These are the products that drive the business — every pound of budget here compounds.

PMax Action
↑ Scale budget + tROAS
02
Growth Tier
Low ROAS · High Value

High-value products underperforming on ROAS. The potential is there — likely a creative, feed or landing page issue. Worth investing to unlock.

PMax Action
→ Hold + optimise assets
03
Efficiency Tier
High ROAS · Low Value

Strong ROAS but low-margin products. Let them run but cap budget tightly. Don’t let them consume spend that should be going to Power Tier products.

PMax Action
→ Cap budget · maintain
04
Suppress Tier
Low ROAS · Low Value

Below breakeven on both ROAS and margin. Fix the feed data or suppress entirely. Every dollar here is a dollar not going to a Power Tier product.

PMax Action
↓ Suppress or fix feed
/div>
Implementation

Five steps to profit-first performance.

1

Google Merchant Centre Audit & Feed Enrichment

We started by auditing all 10,000+ product listings in Merchant Centre — fixing feed errors, enriching titles, adding custom attributes for margin bands and cleaning up price data. Garbage in, garbage out: PMax is only as good as the feed it runs on.

2

our SKU Intelligence Engine Integration & Scoring Setup

Our SKU Intelligence Engine was connected directly to Jaycar’s Merchant Centre feed. We configured the scoring engine to factor in product ROAS, margin bands, price competitiveness against competitors and conversion rate — assigning every SKU a 0–100 performance score updated daily.

3

Custom Label Automation via Cloud Scheduler

The intelligence engine pushed custom labels back into the Merchant Centre feed every 24 hours — automatically tagging each product as Power Tier, Growth Tier, Efficiency Tier, Suppress Tier or Dormant based on its daily score. No manual rules. No spreadsheets. Fully automated.

4

PMax Campaign Restructure by Tier

We restructured the PMax campaigns to use separate asset groups per tier — each with its own budget allocation and target ROAS. Power Tier ran aggressive high-budget campaigns. Suppress Tier products were given minimal spend. Growth Tier got dedicated optimisation. The machine finally had a signal it could act on.

5

Profitability Reporting Dashboard

We built a Looker Studio dashboard showing POAS (Profit on Ad Spend) alongside ROAS — allowing the Jaycar team to see true profitability per tier, per category and per SKU. For the first time, the marketing team could see the real impact of their spend decisions on the bottom line.

The Results

Numbers that moved the business.

+45%
ROAS Improvement
Blended across all campaigns
+110%
Conversion Value
12-month growth
↑ POAS
Profit on Ad Spend
Margin-aware bidding active
−CAC
CAC Efficiency
Budget redirected to high-LTV
Profitability Wins
Power Tier budget increased 3×
High-margin, high-ROAS products scaled aggressively — driving disproportionate profit growth vs revenue growth.
Suppress Tier removal freed 28% of budget
Low-margin, below-breakeven SKUs suppressed — budget reallocated to profitable tiers immediately.
POAS visibility unlocked for first time
Marketing team could finally see true profit per campaign — not just ROAS. Decision-making fundamentally changed.
CAC & Efficiency Wins
CAC reduced on high-value segments
By focusing spend on products with higher LTV, average order value and repeat purchase rates increased — reducing effective CAC.
Dormant SKUs resurfaced
3,000+ products invisible to Google given dedicated discovery campaigns — uncovering hidden revenue in forgotten catalogue.
Price competitiveness bidding activated
Products priced cheaper than competitors automatically bid more aggressively — capturing share at the right moments.
The Lesson

“ROAS is not profitability. The moment you give Google a profit signal instead of a revenue signal, everything changes.”

The Jaycar project proved that for large-catalogue retailers, the biggest performance lever isn’t better creative or higher budgets — it’s giving the algorithm the right data. When PMax knows which products are actually profitable, it finds more of them.

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Large Catalogue Retailer?

Is your PMax feeding on revenue
or profitability?

If you have 1,000+ SKUs and no automated profitability signal in your feed, you’re leaving significant margin on the table. Let us show you what the Jaycar model looks like for your catalogue.

Book a Free Audit →

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