Vintage Tub & Bath turned a declining Google Ads account into its most efficient channel.
Home and Hardware · DTC eCommerce · Google Ads
- Overall conversion rate
- +34.4%
- ROAS on 106 top SKUs at 2x scale
- +91%
Background
Vintage Tub & Bath is a direct-to-consumer retailer specializing in high-consideration bathroom remodels. Their catalog features more than 10,000 SKUs, including their proprietary Randolph Morris line and trusted external brands like DreamLine.
Since 2022, paid media has been their primary growth engine, with Google Ads capturing up to 90% of total marketing investment.
The problem
Legacy approaches to managing Google weren’t working. Vintage Tub & Bath wanted direct control and a faster optimization cadence, so they took management of digital ad campaigns in-house. The team quickly found that the complexity of the account, with a huge product catalog and measurement challenges, was demanding more resources than the team could commit.
The purchase cycle demanded sophisticated measurement. A bathroom remodel is a project, not an impulse buy. A customer might see an ad on Facebook, click an ad on Google, add five products to a cart across a month, remove most of them, and buy two. Hundreds of touchpoints and roughly three months pass between first click and purchase. Between 30 and 40 percent of the revenue an ad eventually generates arrives after the conversion window for in-platform metrics.
In-platform attribution wasn’t working. The spread of price points made the reporting actively misleading. A shopper clicked an ad for a $3,000 tub and bought a $200 faucet, and the revenue landed against the tub campaign. This meant in-platform optimization was often miscalibrated.
Campaign structure was an opportunity to improve. Campaigns had been folded into catch-all buckets due to resource constraints. Trending products had nowhere to break out, and budget could not follow demand. Efficiency and spend were both trending down, and a brand that wanted to exceed 3x ROAS was struggling to reach it.
“We couldn’t trust the numbers we saw on Google and optimization wasn’t working. We didn’t have the resources to fix it manually, and on-platform tools like PMax weren’t working against our huge product catalog. MAI’s agentic solution allowed us to build the ideal structure without adding to the team’s workload.”
What MAI did
Rebuilt campaign architecture
MAI’s agents restructured the account's architecture, from 61 active campaigns to more than 250, reflecting the portfolio’s complexity. The AI isolated specific product categories, match types, and high-intent long-tail keywords, ensuring that bids were adjusted at a granular, per-click level.
Freed up marketing team resources
Instead of spending hours building manual spreadsheets, structuring campaigns, and tweaking bids, they spent zero hours on execution, completely handing over daily bid management to MAI while retaining control over creative and high-level strategy.
Modeled conversion optimization based on real shopper behavior
MAI captures revenue hourly and tracks how that figure changes over the following seven days, then projects to 30. The conversion delay factor is calculated from the brand’s own data, not a platform default. That single mechanic is what let Vintage Tub & Bath stop waiting three months to find out whether a bid was correct.
Leveraged signals from outside the Google account
Product-level data from Merchant Center and GA4 feed MAI’s agents data about all sales trends, not only in paid search. When customers arrive from organic, direct, or social and engage with a particular product, MAI can lean into that product on the paid side before the trend surfaces inside Google.
Results
- +34.4% increase in overall CVR
- 106 high-potential SKUs identified where spend could be increased profitably, resulting in 2x scale while improving its ROAS from 2.2x to 4.2x
- Identified 45 historically unprofitable SKUs (operating under a 1x ROAS) and rapidly reined in or completely cut their spend
- MAI successfully identified 37 “zombie” SKUs that were receiving $0 in ad spend, allocating budget to them and turning them into profitable revenue drivers (maintaining a >2x ROAS).
“MAI’s agentic approach made the complexity of our catalog and lengthy sales cycle an advantage, not a burden. Using our own sales and site behavior data, we now optimize in real time to SKU-level ROAS, and the impact on efficiency and scale has been massive.”
What comes next
MAI is optimizing Vintage Tub & Bath accounts to reach a 400 percent ROAS, a level that would give the business room to scale spend meaningfully.
