A twofold SEA challenge: multi-market strategy and Black Friday performance

A model proven in Spain as the foundation. The Spanish structure rests on three complementary pillars. Performance Max concentrates the budget on the best-performing categories and on those with high growth stakes, such as helmets. Shopping covers the catalogue and the MB Products own brand. Search captures strong purchase intent, with a dedicated brand campaign and campaigns by product category. The whole setup relies on a Labelizer that classifies each product according to its role (flagship products, complementary products, dormant stock). Products that do not convert are excluded from the campaigns.

A harmonised structure across markets. We aligned product categorisation across the three countries and named the campaigns in English on every account. The result: clear multi-market reporting, where each Italian or Portuguese campaign has its direct equivalent in Spain.

A gradual migration in Italy. Rather than starting from scratch, we worked from the existing campaigns, in three phases: pausing the underperforming campaigns, restructuring and renaming those that were working, then creating the missing campaigns to complete the target structure. During the transition, the previous product segmentation remained active until the new labels were validated, to avoid any disruption.

A step-by-step launch in Portugal. The account was built cleanly from day one, in four phases: setting up and validating the product feed in Merchant Center, launching the priority campaigns (brand, Performance Max and Shopping) where the initial budget is concentrated, rolling out Search campaigns by category after a dedicated keyword study, then adding complementary campaigns as the first data came in.

Native consultants in each market, one project manager to tie it all together. Each account is reviewed and monitored by a consultant native to the country, who masters the language, local practices and local levers. A global project manager ensures overall consistency and liaises with the Motoblouz teams.