Keyworks: Smart Agency, smart labels
With smart labeling to campaign success: How KeyWorks harnesses the full potential of Google Shopping campaigns through custom CSS and Labelizer from Label Up – more efficiently, based on data, and with clearly measurable impact.
2 Jul 2025
KeyWorks is a Swiss agency with a clear ambition: to design advertising campaigns not only efficiently but also based on solid strategy. 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 sectors achieve sustainable growth, particularly through Google Shopping and PMAX.
However, even for experienced agencies, managing complex campaigns is increasingly becoming a black box: Google automates much but offers little transparency. Which products truly drive performance? Where is budget unnecessarily burned? And how can this lack of transparency be efficiently broken for dozens of clients?
The challenge: PMAX without clarity – and only limited influence on results
The same issue became apparent in many accounts: despite good ROAS values, it was unclear which products within the PMAX campaigns were actually generating revenue and efficiency. And which ones were merely along for the ride. 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 puts it succinctly:
“We knew we were achieving good results, but we didn’t know which products were responsible for them. And that was not a viable 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 for clients
Own price comparison site as a branding asset
Cheaper click prices through CSS advantages (up to 20% according to Google)
Free clicks through prominent placement on its own platform
The transition went smoothly:
“Label Up guided us through the entire process. No technical hurdles, no risk to 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.
Already in the first weeks after the rollout of Label Up, concrete results were evident:
–12% CPC
with multiple accounts
Faster optimization
"The Labelizer has allowed us to create a clear and manageable structure at the customer level. Today we can argue and optimize quite differently."
Daniel Widjaja
Head of Performance @ KeyWorks
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.”
About
KeyWorks.ch GmbH, based in Bern, is a performance-oriented digital marketing agency that supports Swiss SMEs as well as selected large clients with tailored online strategies in the areas of SEO/SEA, social media advertising, content and video production, and works with its "small but mighty team" to specifically focus on increasing revenue and reach.
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