Concrete results were already visible in the first weeks after the rollout of Label Up:
–12% CPC
with multiple accounts
Faster optimization
thanks to immediate insight into product groups
Less budget waste
by the automatic exclusion of inefficient items
time saving
in campaign setup through automated feed segmentation
KeyWorks is a Swiss agency with a clear aim: to design advertising campaigns not only efficiently but also based on strategic foundations. For years, the team around Daniel Widjaja (Head of Performance) has relied on data-driven methods to help clients in the e-commerce and B2B sector achieve sustainable growth – especially through Google Shopping and PMAX.
However, even for experienced agencies, managing complex campaigns is increasingly becoming a black box: Google automates many processes but offers little transparency. Which products are really driving performance? Where is the budget being wasted unnecessarily? And how can this lack of transparency be efficiently broken for dozens of clients?
The challenge: PMAX without clarity – and only limited influence on the results
The same problem was visible in many accounts: Despite good ROAS values, it was not possible to trace which products within the PMAX campaigns actually generated revenue and efficiency. And which were merely dragging along. Classic optimization methods were no longer sufficient:
Reports at the product level? Incomplete or misleading
Budget adjustments? Little influence without hard interventions
Manual tagging? Not scalable with multiple clients
Daniel sums it up:
"We knew we could achieve good results – but we didn't know which products were responsible for that. And that was not a sustainable state for us as a data-driven agency."
The first step: control through a proprietary CSS
The desire for more control led KeyWorks to Label Up – initially with the goal of professionalizing the infrastructure through a proprietary agency CSS. The step was strategic but also pragmatic:
Complete control over the CSS setup of clients
Own price comparison site as a branding asset
Lower click prices through CSS advantages (up to 20% according to Google)
Free clicks through prominent placement on the own platform
The transition went smoothly:
"Label Up guided us through the entire process. No technical hurdles, no risk for our existing setups – and the best part: our clients immediately benefited from better click prices."
The proprietary CSS was thus not only an upgrade in terms of infrastructure but also the starting point for a new level of independence and strategic depth in campaign management.
"The Labelizer has enabled us to create a clear and manageable structure at the customer level. We can argue and optimize quite differently today."
Daniel Widjaja
Head of Performance
More than Standard Segments: How KeyWorks Regained Control with Custom Labels
With their own CSS as a stable foundation, the path was clear for the next lever in campaign management: Custom Labeling at the Product Level – implemented with the Labelizer from Label Up.
The Labelizer automatically analyses product data from the Google Merchant Center and Google Ads, identifies relevant performance metrics, and structures the feed based on data. However, the decisive advantage for KeyWorks lay not in the use of predefined label groups – but in the ability to define individual labels according to one's own criteria.
Custom Labels: Tailored Campaign Structures
For an agency with many different types of clients – from fashion to electronics to cosmetics – this flexibility was a game changer. This way, labels could be created that precisely matched the respective strategies:
Margin-based Labels: Products with high profitability receive priority in the budget
Seasonality Labels: Push relevant products during peak phases (e.g., outdoor in spring)
Availability Labels: Automatic exclusion of products with supply bottlenecks
Returns-based Labels: Focus on items with low risk and stable performance
These custom labels could be directly integrated into the feed – automatically and scalably. No manual tagging, no sheets, no duplication of work. Instead, a system that integrated seamlessly into the campaign logic of KeyWorks.
Rather than relying on the black-box logic of PMAX, the KeyWorks team now works with a structured system that updates based on data – and can be adjusted at any time.
Conclusion: Strategic Advantage Through Technological Clarity
What began as an infrastructure project with its own CSS has evolved into a complete control system. With Label Up as a partner, KeyWorks has:
✅ strengthened its CSS expertise
✅ massively increased control over campaign structures
✅ reduced budget wastage
✅ and made internal processes scalable
And all this, without more time expenditure – but through the right combination of automation and individual control.
“Label Up not only provides a tool – they think along, challenge us, and help us build the best solutions for our clients. That is true partnership for us.”
