NewAir

NewAir makes premium countertop appliances — wine coolers, ice makers, beverage fridges — for homeowners who take their entertaining seriously.

Google Shopping was the primary acquisition channel but campaigns were structured around broad product categories with no margin tiering. High-ticket items were underexposed while low-margin SKUs were consuming disproportionate budget.

We restructured all Shopping campaigns with custom labels mapped to gross margin tiers. High-margin products received aggressive bid multipliers while low-margin items were either excluded or placed in low-priority campaigns. Product feed optimization doubled the number of competitive query matches.