Scaling ecommerce growth with 4.2× ROAS.
How a product-feed-led Google Shopping strategy helped expand advertising investment, strengthen product visibility and increase average order value for Pictorem.
Growth across revenue efficiency, scale and order value.
About Pictorem
Pictorem is an online custom wall-art and photo-printing business. Customers can turn their own photos or artwork into products such as canvas, acrylic, metal and framed prints. The website also features an art gallery and tools that support image preparation and wall-art selection.
Scaling product sales in a competitive visual-commerce category.
Pictorem offers multiple print formats, materials, sizes and customisation options. The campaign needed to connect those products with the specific searches and purchase intentions of customers.
Product catalogue complexity
Different materials, formats and sizes create multiple ways for shoppers to search for and compare wall-art products.
Strong Shopping competition
Competing products can limit visibility. A single product listing may not capture the range of relevant searches and buyer preferences.
Visibility and purchase intent
Product listings needed to align more closely with high-intent searches so shoppers could find a relevant product and reach the right page.
Scaling while protecting efficiency
As advertising investment expanded, the focus remained on maintaining strong return on ad spend and increasing the value of each order.
A Google Shopping strategy built around product visibility.
We focused on feed architecture, search intent and campaign structure to help the right products appear for more relevant shopping searches.
Product feed architecture
Organise product data to improve relevance and give Google clearer information about each product.
Execution focus
Review product attributes, categories, product types, images and feed structure to support stronger Shopping eligibility and relevance.
Intent-based product listings
Align product listings with the different ways customers search for custom wall art and photo prints.
Execution focus
Build listing variations around relevant product attributes and buyer intent, while keeping product information accurate and compliant with Merchant Center requirements.
Multi-position Shopping visibility
Increase the opportunity for relevant products to appear in more than one Shopping position for valuable searches.
Execution focus
Identify suitable hero products and structure eligible listings and campaigns to expand presence across relevant search results.
Campaign structure and budget scaling
Build a campaign structure that supports product-level analysis and controlled investment growth.
Execution focus
Monitor product and campaign performance, prioritise stronger opportunities and scale investment from ₹15 lakh to ₹85 lakh.
Product titles and landing-page alignment
Make listings more relevant to searches and keep the post-click experience consistent with the product advertised.
Execution focus
Refine product titles using relevant search terms and align product destinations with the shopper's intended format, material or print type.
Average order value optimisation
Improve the value generated from each order, not just the number of purchases.
Execution focus
Use product mix, size and premium-format opportunities to support higher-value purchases. Reported AOV increased by 29%.
Turn product discovery into more valuable orders.
For a custom wall-art store, shoppers need to understand the differences between formats, materials, sizes and finishes before they buy.
Present print formats, materials and size options clearly so customers can compare with confidence.
Use clear product imagery and room-setting examples to help shoppers picture the finished print.
Make shipping, production quality, customisation and support information easy to find.
Help customers discover premium materials, larger formats and complementary wall-art options.
Scaled ad investment while achieving 4.2× ROAS.
The campaign results supplied for this case study show a significant increase in advertising investment, stronger return on ad spend and higher average order value.
A repeatable approach to profitable ecommerce growth.
The work brings product data, Shopping visibility, campaign management and purchase experience into one optimisation cycle.
Build the foundation
Review the product catalogue, feed quality, campaign setup, search intent and conversion tracking.
Improve visibility and value
Refine listings, identify hero products, improve landing-page relevance and focus on higher-value purchases.
Expand what performs
Use campaign performance and return on ad spend to guide budget allocation and scale the strongest opportunities.
More relevant product visibility. More valuable orders. Scalable growth.
For ecommerce brands with broad product catalogues, Google Shopping performance depends on more than bids. A structured product feed, intent-aligned listings, effective campaign architecture and a clear buying journey can work together to support sales growth.
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