Steering the Algorithm
Advertisers are told to hand control to the algorithms. At Reima USA, we steered the algorithm in the right direction and Google Ads sales grew 52% year over year.
Published
+52%
Google Ads Sales (YoY)
+46%
New-Customer Sales (YoY)
5
Ways to Steer the Algorithm
Client
Objective
Google Ads automates an ever larger share of optimization. Automation works when it is given the right goal, the right data, and the right structure. Left alone, the algorithm optimizes for revenue, sells whatever sells easiest, and targets mostly existing customers. Reima USA's goal for 2026 was to grow Google Ads sales profitably and bring new customers to the online store. Handing Google full control does not get you there. We wanted to think through the advertising strategy and account structure so the algorithm gets to do its job, but in the right direction.
Solution
We built Reima USA's Google Ads account so the algorithm is steered at every layer: • Expanly-based product prioritization. Advertising favors the products that matter most to the business, not just the ones that sell easiest. • POAS bidding. Optimization targets profit, not revenue. • A campaign optimized for new-customer acquisition. The campaign optimizes toward a new-customer conversion event, so the algorithm looks for new buyers instead of returning ones. • A weather-based campaign. When it starts raining somewhere, rain gear is shown there. • Demand Gen and YouTube for new-customer acquisition. Existing customers are excluded from targeting, and targeting is done locally based on US population data.
- 1Expanly product prioritization
- 2POAS bidding
- 3New-customer conversion campaign
- 4Weather-based campaign
- 5Demand Gen + YouTube, existing customers excluded
Results
Triple Whale attributed data, 2026 vs. 2025: • +52% Google Ads sales • +46% new-customer sales from Google Ads It pays to give the algorithm control, but only once the strategy and account structure have been thought through. That is why we recommend thinking both through carefully before handing Google full control of optimization. From here, it is a good place to head into the most important sales season of the year.