EaseUS boosts conversions 22% with rich product listings and clear audience insights

The goal: Reach more people who are ready to buy

EaseUS is a global software company known for helping people recover lost files, protect data, and keep devices running smoothly. With a broad catalog serving individuals and businesses, the team wanted to drive more purchases through paid advertising while keeping return on ad spend (ROAS) healthy.

They began by focusing on non-brand Search ads through Microsoft Advertising, capturing people already looking for data recovery or utility tools. But as search performance stabilized and competition increased, EaseUS set out to expand reach and discover new converting audiences. The team turned to Performance Max to bring together intent- and audience-based signals for stronger conversion growth and revenue efficiency.

The solution: Unite product data and audience signals to create a clearer path to purchase

EaseUS combined creative assets with product feeds designed to help their Performance Max campaign start quickly and learn fast. Building on the success of their earlier Search campaigns, the brand used Performance Max to broaden reach and drive more software purchases across global markets.

Here’s what contributed to the campaign’s success...

• Comprehensive product feed foundation: EaseUS approached Performance Max with an e-commerce mindset, structuring more than 2,000 product entries within the feed. Each product connected to a localized landing page with clear value propositions and conversion-focused messaging. This strong foundation helped the system match intent accurately and deliver highly relevant product ads.
• Advanced audience signal strategy: The team supplied audience signals that sped up early learning, including impression-based audiences and remarketing pools. From day one, these signals provided rich behavioral context, while well-defined search themes helped AI quickly identify high-potential prospects ready to convert.
• Synergy between assets and product data: With intent, audience insights, and product information working together, Performance Max was able to find incremental conversions and wider reach beyond what single-channel Search or Shopping campaigns could deliver alone.

The results: Higher conversions, rising revenue, and returns that outperformed search

EaseUS saw steady, significant gains as Performance Max found new audiences and delivered higher efficiency. The strong asset and feed structure helped the campaign build momentum early, while audience signals created the precision needed to reach users ready to purchase.

Compared to their existing Search campaigns, Performance Max drove 22% more conversions and 6% more revenue, while reducing CPA by 17%. The campaign also improved ROAS by 10 points. Performance Max became the company’s top-performing campaign type, driving higher efficiency and revenue growth across more than 20,000 product SKUs.

How you can achieve similar success

Here are a few ways to help your own campaigns learn faster and reach more of the right customers...

• Strengthen your feed quality: High-quality product structures and clear landing pages help Performance Max match intent with greater accuracy.
• Add broad audience signals: Impression-based audiences and remarketing lists help the system learn faster and reach users more likely to convert.
• Use well-defined search themes: These guide the algorithm during early learning cycles and support relevance.
• Combine assets and product data: The more complete the inputs, the easier it is for Performance Max to find incremental conversions and expand reach.