Miele's Path to Enhanced Google Ads Performance

The Challenge

Miele, established in 1899, specialises in premium, sustainable home and commercial kitchen, laundry, and vacuum cleaning appliances. Operating in a highly competitive market, the brand faced suboptimal returns on paid ad spend, particularly in broader market segments where growth opportunities were being missed.

The in-house team experienced resource constraints. Miele sought an independent third-party partner to identify improvement opportunities and increase ROI. After a colleague recommendation, the company evaluated GOA Marketing’s platform and was impressed by the team’s third-party independence, search strategy approach, and expertise in optimising paid search performance.

The Solution

Google Shopping was central to Miele’s paid search strategy, though optimisation proved complex. Performance Max campaigns further complicated matters through reduced data visibility. GOA Marketing implemented a sophisticated approach:

• Identified over 100 potential performance opportunities using their technology platform
• Developed a customised test and learn framework
• Tested multiple tactics across categories including campaign segmentation, creative setup, and feed optimisation for Performance Max campaigns
• Functioned as an early warning system for structural issues and optimisation opportunities

The Results

The structured testing approach delivered significant results:

• 103% revenue uplift (with a 27% uplift demonstrated in test vs. control)
• 55% improvement to ROAS

GOA’s platform provided the visibility and systematic approach needed to unlock performance that had previously been hidden within complex campaign structures.