Google Ads for sunglasses and eyewear.
Sharp seasonality, heavy competition, and a category Google watches for replicas.
The three things this vertical does differently.
The channel mix is the same everywhere. What changes is the feed, the maths and the risk.
The curve is brutal
Demand climbs fast in spring and falls off a cliff. Budgets set on last quarter's performance are always wrong in this vertical.
Guilt by category
Eyewear attracts a lot of counterfeit selling, so genuine stores get scrutinised harder. Clean brand data and honest product naming matter more than usual.
Image quality decides CTR
Shopping is a visual auction here. A white-background product shot that actually shows the shape beats a lifestyle crop.
How we approach it
Seasonal and scrutinised. We plan budgets against the curve rather than the last 30 days, and we check brand fields before launching anything.
The teardown checks the same sixteen things it always does, but the weighting changes. For sunglasses and eyewear brands we spend longer on the parts that break accounts in this category — and we say what we find before you pay anything.
What does not change: campaigns run in your account, on your billing, at 10% of spend, billed weekly with no lock-in. See pricing, or how we run accounts generally.
Send us your store. We will tell you what we would change.
The teardown is free and yours either way, fit or no fit.