Half the catalog
was not approved to advertise.
Simone Perele is a French luxury lingerie house with seventy-five years of Parisian craftsmanship, running its US business on Shopify. Demand and the platform were both sound. The paid program underneath them was not.
The situation,as it arrived.
Roughly half of all products sat unapproved in Google Merchant Center on an availability mismatch between the feed and the live site. That single technical fault suppressed reach and efficiency across every Shopping campaign — a ceiling no amount of budget or creative could lift.
Two more gaps sat beside it. Pinterest catalog had never launched after earlier approval problems around lifestyle imagery, leaving a high-intent format untapped. And Meta was reaching a familiar core audience with no strategy for gifter segments who show strong seasonal intent.
Four moves,in the order they happened.
Fix the feed before spending another dollar
The unapproved catalog was worked through appeal and feed correction until the full assortment was restored to approved status, which materially expanded Shopping inventory and everything downstream of it.
Scale Google deliberately
Three Performance Max campaigns — All Feed, Bras and Best Sellers — alongside brand search and a generic acquisition campaign built on non-branded terms with a conversion history. Spend rose 62% year over year while cost per click fell.
Find the buyer nobody was targeting
Prior-year data showed male gifters converting in late autumn and holiday windows. A dedicated male remarketing segment launched ahead of Black Friday and was held through the gifting season.
Systematise creative and promotions
Format testing matched to campaign objective rather than rotated periodically, proven performers scaled before fatigue, and sale events run with audience sequencing, budget staging and a real urgency architecture.
Everything thatleft the building.
- Google Merchant Center feed remediation
- Three Performance Max campaigns plus brand and generic search
- Pinterest catalog launch
- Meta acquisition, dynamic, creative and remarketing campaigns
- Male gifter remarketing segment
- Creative testing framework
- Promotional sequencing across sale events
More like this one.One a month.
Written out of engagements rather than off a content calendar, by whichever principal ran the work. No sequence afterwards.
Your situation is not this one.Tell us what it is.
A senior strategist reads it and replies within one business day, with a straight answer about whether we are the right people.