Generic product searches attract everyone, including those who can't afford $500+ products. Clicks cost $3-5, but 80% of visitors bounce on price.
Example: $4 CPC × 1,000 clicks from searchers expecting $100 product = $4,000 wasted
High-ticket buyers research for weeks or months. Your attribution window is 30 days. Most conversions happen outside the window, so you cut 'underperforming' campaigns.
Example: Cutting campaigns with 60-day average purchase cycle because 30-day ROAS looks weak
High-ticket often requires consultation, quote, or application before purchase. Tracking only final sales misses which campaigns drive qualified leads.
Example: Optimizing for direct purchases when 70% of sales come through quote requests
Offering financing dramatically expands your audience, but ads don't communicate this. Buyers assuming they need $2,000 cash don't click.
Example: 'Monthly payments from $99' in ad copy doubles CTR from qualified buyers
Spending $1,000+ online requires trust. Unknown brands compete against established players, and ads go to landing pages without sufficient trust signals.
Example: 3.5% conversion rate for known brand vs. 0.8% for unknown on same product
With a single asset group, Google optimizes for aggregate ROAS by heavily favoring your top 5-10 products. The rest of your catalog gets almost no impressions. Worse, low-margin products drag down profitability while appearing successful in aggregate.
Fix: Segment products by performance tier: Winners (scale), Potentials (test), Underperformers (cut or fix). Create separate asset groups for each.
PMax claims credit for brand searches that would've cost $0.30 through a dedicated brand campaign. Without exclusions, you're paying 3-5x more for customers already looking for you.
Fix: Add brand exclusions to PMax and run a separate Brand Search campaign with exact match keywords.
Missing GTINs, generic titles, no custom labels, and missing sale prices hurt your Shopping ad performance. Price not prominent in title
Fix: Include price indicators in Shopping titles ('from $599', 'Premium')
Your 5x ROAS might look great until you realize 70% of sales are repeat customers who would've bought anyway. You're paying to acquire customers you already have.
Fix: Segment reporting by new vs returning customers. Set up customer match lists and analyze true CAC.
Not all campaign types work for high-ticket products stores. Here's what to skip:
Attracts massive unqualified traffic
Will optimize for any click, not qualified buyers
Misses most high-ticket conversions
Follow these best practices to maximize your High-Ticket Products Google Ads performance:
Budget: 25-35% • Target ROAS: 5-8x
Budget: 30-40% • Target ROAS: 3-5x
Budget: 20-30% • Target ROAS: 3-4x
Budget: 15-20% • Target ROAS: 6-10x