Kiriko Made

Kiriko Made is a premium Japanese lifestyle retailer based in Oregon, specializing in authentic fashion, home decor, and traditional craftsmanship goods. They needed their Google Ads to match the intentionality of their products—structured, precise, and built for long-term growth.

The Challenge

When we began working with Kiriko Made in July 2023, their Google Ads account had critical structural problems. Unified search campaigns mixed branded and cold traffic, making it impossible to measure true acquisition costs. A single Shopping and Performance Max campaign lumped all product categories into one undifferentiated bucket. Their diverse catalog—spanning apparel, accessories, home goods, and kitchenware—had wildly different performance characteristics, yet everything competed for the same budget. The target was a 3.0x ROAS, but the account structure made it nearly impossible to optimize toward it.

The Solution

• Conducted a comprehensive account audit revealing suboptimal campaign architecture across search and shopping
• Separated branded traffic into a dedicated Search campaign to protect high-value brand queries and measure true acquisition
• Restructured Performance Max campaigns by product category—Apparel, Accessories, Home & Office, and Kitchen & Dining—each with its own budget and bidding strategy
• Optimized Merchant Center feed data with category-specific product titles and descriptions
• Implemented “Feed Only” Performance Max split tests (shopping ads only, no display or video assets) to isolate what drove conversions
• Launched a local campaign to drive foot traffic to their physical Oregon store with integrated local inventory feeds
• Systematically tested audience segments and bidding strategies, fine-tuning budget allocation based on seasonal demand

The Results

Category segmentation changed everything. By giving each product line its own campaign with tailored bidding and budgets, we unlocked performance that a unified structure could never achieve. Revenue climbed 18% while costs dropped 20%—a rare combination that proved proper structure drives both efficiency and growth.