If you’re an e-commerce manager, you’ve lived this pain.

You feed Google’s Performance Max (PMax) your entire product catalog, then cross your fingers that the algorithm figures it out. But what happens? It doubles down on yesterday’s winners. It ignores margin, ignores stock, ignores seasonality. You’re not optimizing. You’re gambling.

Reima NA, the North American arm of Finland’s iconic childrenswear brand, decided that wasn’t good enough.

So they put Expanly to the test.

The Challenge: A Smart Platform Making Dumb Decisions

Reima NA had already invested heavily in PMax. The setup was clean, but results stalled. The platform favored rain gear with historical traction while underprioritizing strategic products like shoes, discounted items, and variants in popular sizes.

In short: the algorithm was flying blind. It didn’t see what Reima saw.

The Solution: A Smarter Product Feed Strategy

Expanly enabled Reima to inject their own business intelligence into the campaign engine. Using a customized scoring model, they fed Google Ads a radically enhanced product feed built on real-time business logic.

We’re not talking about just cleaning up product titles. We’re talking about a feed that understands:

• Revenue trends beyond just ad clicks

• Conversion rates across all traffic sources

• Popular size availability and its sales impact

• Inventory pressure and stockouts

• Zombie products that sell well but get no ad visibility

• Lead-in items that lift average order value

This isn’t tweaking. It’s taking control.

The Test: 19 Days, Head to Head

After a few early tweaks, Reima ran a clean A/B test. Their original feed setup went head to head with Expanly’s scoring model.

Here are the results:

• Net Profit: +166 percent

• Revenue: +91 percent

• Gross Profit: +71 percent

• ROAS: +48 percent

• POAS (Profit on Ad Spend): +32 percent

• Cost per Conversion: -40 percent

This wasn’t just more efficient. It was more strategic. The algorithm began prioritizing the right products at the right time, from high-converting shoes to sale items with fast sell-through.

Why It Worked: Business Logic Becomes Campaign Logic

This is the fundamental shift Expanly delivers. Instead of guessing which products deserve visibility, we teach the algorithm using your own business rules.

Reima didn’t change platforms. They changed how the platform thinks.

That’s the real power of a supplemental feed strategy: you don’t fight the algorithm, you reprogram it.

"Expanly gave us real control over our ad strategy. We stopped hoping the algorithm would get it right and started teaching it what actually matters. The impact was immediate." expained Paula Brown, Senior Marketing Manager from Reima.

Is Your E-commerce Advertising Still Blind?

If your feed-based campaigns are stuck in reactive mode, you’re leaving money on the table. Strategic growth does not happen by accident. It happens when your ad spend follows your business logic, not Google’s default.

Reima proved what happens when that switch flips.