Client Overview

PrimeFish Seafood Co. (getprimefish.com) is a premium seafood retailer specializing in high-quality frozen, ready-to-eat marine delicacies, including snow crabs, lobsters, shrimps, scallops, and much more. The company focuses on delivering restaurant-quality seafood directly to consumers' doors.

The Challenge

When PrimeFish approached us, they had:

• Zero Google Ads presence - starting completely from scratch
• No established paid acquisition channels or performance benchmarks
• Limited budget requiring careful scaling approach ($50/day initial budget)
• Premium product pricing requiring strategic positioning to justify value
• Seasonal demand patterns typical of seafood industry requiring adaptive strategy

Our Strategy & Implementation

Phase 1: Foundation & Launch

• Built Google Ads account architecture from ground zero with proper conversion tracking setup
• Conducted thorough keyword research focusing on high-intent seafood and gourmet food terms
• Started with conservative $50/day budget targeting ROAS above 3.5x as primary KPI
• Launched directly with Performance Max campaigns, bypassing traditional Shopping setup

Phase 2: Performance Max Testing & Optimization

• Optimized Merchant Center feed with enhanced product titles emphasizing quality and preparation convenience
• Implemented comprehensive Performance Max strategy with innovative split-testing approach
• Created separate "PMax - General" campaign with full asset groups (headlines, descriptions, images, videos)
• Developed "PMax - Feed Only" campaign without additional assets to compare performance
• Systematically tested different asset group combinations to identify top performers

Phase 3: Scale & Advanced Optimization

• A/B tested various headline and description combinations highlighting premium positioning
• Implemented advanced audience targeting based on purchase behavior and seasonal patterns
• Gradually scaled budget while maintaining target ROAS thresholds

Results Achieved

Key Takeaways

Starting from zero allowed us to build a perfectly structured account foundation without legacy issues. The split-testing approach between asset-rich and feed-only Performance Max campaigns provided valuable insights for optimization. Most importantly, focusing on gradual scaling while maintaining strict ROAS targets (achieving 5.88x vs 3.5x goal) enabled sustainable growth in the competitive premium food space.