The cordless mini blower everyone wanted for their car

How it went

1. 01

   At the start, a single message

   I took on the account in April 2025. There were only a few campaigns, and they all said the same thing: a powerful blower, compatible with the most popular tool batteries. On its own, put like that, it said nothing: it didn't explain what it was for.

   It's a problem psychology knows well. When it isn't clear what you'll get, the brain prefers not to choose. It's called ambiguity aversion. To the person looking at it, a product that does everything doesn't do anything in particular.

2. 02

   Analysis: what people really search for

   Before changing the ads, I studied the market. I read the account's search terms, used Keyword Planner, Semrush and Google Trends, and looked at what competitors were doing.

   Four big families of searches came out of it: people who wanted to dry their car, people who wanted to clear leaves from the garden, people who had to get rid of snow, and people simply looking for the most powerful blower. From there I built everything with the same four steps.

   1. 1AnalysisSearch terms, Keyword Planner, Semrush and competitors, to understand what people search for and when.
   2. 2CatalogueA product dedicated to each use in the feed, with titles written in the words people really use.
   3. 3ImagesPhotos with the right background: a wet car, a driveway full of leaves, snow. Some made with AI.
   4. 4LabelsOne label per use in the feed, to see each angle's results separately from the others.
3. 03

   A year in four seasons

   Every use has its moment. So the year almost split itself.

   1. All yearTurboThe original power message stayed, but as an always-on base. It's the biggest campaign in the account: $145K of spend with a 2.56x return.
   2. Spring – autumnCars"Air blower for cars" kept showing up in the search terms. It became the main angle, the one that sells most from spring to autumn.
   3. AutumnLeavesGardens and driveways full of leaves. The most efficient angle of all, with a 3.40x return.
   4. WinterSnowWhen searches for "snow air blower" go up, dedicated titles, images and products switch on. Now that winter is coming, it's snow's turn.
4. 04

   A different bias for every use

   Someone drying their car and someone clearing snow want different things. So each angle speaks to a different part of the brain.

   • Cars: loss aversion. The fear of scratching the paint with towels weighs more than the wish for a shiny car. The message is "dry it without touching the paint".
   • Leaves: the effort heuristic. We like what saves us effort. No rake and no bent back.
   • Snow: seasonal urgency. Being ready before the first snowfall, not after.
   • Turbo: the bandwagon effect. If lots of people use it, it feels like the right choice. In the test asset groups it was the strongest bias, with a 2.91x return.
5. 05

   Why switching off what doesn't work matters

   Not every use worked. I tried dust in the garage and the workshop, and a summer test on barbecues, to get the coals going faster. Neither brought in enough sales, so I switched them off.

   To stop the client burning money, I judged every angle on three numbers: how much it spent, how much it sold and how much it returned. If it passed a certain spend without breaking even, I stopped it and used that budget to fund the next test.

   Clicks

   466K

   Spend

   $575K

   Sales

   $1.55M

   Return

   2.69x

   These are the first year's numbers, from April 2025 to April 2026.

6. 06

   Us vs them

   We all tend to trust the group we identify with more, and the others less. Psychologists call it in-group bias. I used it in a comparison creative: on one side the product with three strengths and a green tick, on the other "other blowers" with three typical flaws and a red cross.

   I didn't name any competitor. Viewers picture the blower that let them down all by themselves, and that works better than any name.

   Variant AGeneric creative

   Conversion rate

   0.05%

   Return

   2.73x

   Test spend

   $4,193

   4x conversionsVariant BUs vs them

   Conversion rate

   0.20%

   Return

   4.39x

   Test spend

   $1,889

   vs

   Same audience and same Demand Gen budget: only the creatives changed.

7. 07

   The same comparison on the landing pages

   Since it was working, from November 2025 I took the comparison onto the Performance Max landing pages too. They're editorial-style articles, along the lines of "6 reasons thousands are switching blowers", one for each use.

   Test spend

   $28.1K

   Sales

   $76.8K

   Return

   2.73x

   Above break-even

   +101%

   break-even at 1.36x

   The leaf page alone made up 28% of the experiment: $8.0K of spend and $22.4K in sales, a 2.80x return.

8. 08

   December, the biggest month

   Spend

   $144K

   over 4x the monthly average

   Sales

   $370K

   Return

   2.57x

   Clicks

   95.7K

   In December the account spent more than four times its monthly average without losing return. Since September, sales had come mostly from leaves; in December snow arrived, while Turbo stayed on the whole time. With the angles already in place, I could raise the budget without losing efficiency.

9. 09

   Year two: a new version

   In September 2026 a more premium version of the product came out. I prepared the whole Google launch, and the first Performance Max campaigns are doing better than the account's entire history: 3.58x on leaves and 3.55x on cars. All non-brand now runs on the new version, and since 20 October in Canada and the UK as well.

10. 10

    The store as a whole

    Google Ads is one of the store's channels, not the only one. But the full picture is worth a look too: these are the store's total sales, across all channels.

    Sales Feb 2025 – Oct 2026

    $10.16M

    Orders fulfilled

    40,933

    Sales Feb – Oct 2026

    $6.99M

    +165% on the previous period

    Last 30 days

    $911K

    +461% on the year before