MQ Marqet
MQ Marqet is a leading Scandinavian fashion brand, known for its timeless essentials and contemporary style. With strong online and offline presence, MQ continues to evolve with its customers — but their digital performance wasn’t keeping pace.
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+33%
ROAS increase
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+137%
Revenue growth
The Challenge
Before partnering with Est Populo, MQ had seen six months of declining revenue and ROAS in Google Ads, despite strong overall company growth.
The issue? Overreliance on automation — broad match targeting, smart bidding, and Performance Max — combined with a scattered campaign setup that spread data and budgets too thin.
Our approach
We began with a 360° audit to understand the account and its performance drivers. Then, we rebuilt the campaign structure to regain control and clarity.
Key steps included:
- Separating exact and broad match keywords into dedicated campaigns for better targeting.
- Consolidating Performance Max into generic and branded standard shopping campaigns for improved transparency and control.
Implementing our product classification logic to group products by performance — from top sellers and high-margin items to sale products — ensuring smarter bidding decisions.
Success factors
Regaining control from over-automation
By reducing overreliance on fully automated solutions and reintroducing structured control, MQ was able to steer budgets and bidding more precisely toward what actually drove performance.
Clear and simplified account structure
Separating keyword match types and consolidating campaign types reduced data fragmentation, allowing algorithms to learn faster and budgets to work harder.
Performance-based product classification
Grouping products by commercial value — top sellers, high-margin items, and sale products — ensured that bidding decisions reflected real business priorities, not just volume.
Transparency and actionable insights
A cleaner setup provided clearer performance signals, making it easier to identify what was working, scale winners, and correct inefficiencies quickly.
