Follow these steps to configure SMART Segments in your Google campaigns.
Step 1: Create the product filters
In ROI Hunter:
Open Google Settings.
Select the Product Source for the feed you want to use.
Click New Product Filter. Pick a Custom Label marked EMPTY and click Continue.
Create all three filters under this same Custom Label, in this priority order:
This is a Recommended Setup:Poor Performers — Priority 1 (highest)
Top Performers — Priority 2
All Products / Catch-all — Priority 3 (You can add one broad condition like Availability "in stock")
If you already have campaigns running on manual product filters:Replace your existing performance filters with SMART Segments directly — your campaigns will continue running without interruption. Use the same Custom
Label your current filters are under.
Replace your Poor Performers filter with the SMART Poor Performers segment (keep Priority 1)
Replace your Bestsellers or other performance filters with the SMART Top Performers segment (Priority 2)
Keep any remaining filters below, with All Products last
Priority logic ensures each product lands in exactly one segment — a product cannot appear in both segments simultaneously.
Step 2: Exclude Poor Performers from existing campaigns
In Google Ads
Open an existing campaign.
Go to Asset Groups → Edit Assets → All Products.
Switch the product group to Custom Label.
Select the custom label that contains the SMART Poor Performers filter.
Products stop appearing in paid campaigns but remain in the inventroy — they can still appear organically.
Note: Editing a product group in an existing campaign does not trigger the learning phase. It is an optimisation of product groups, not a structural change to the campaign.
Optional: Salvage campaign for Poor Performers
Before fully excluding Poor Performers, you can run a single salvage campaign with a high tROAS to give underperforming products one final chance to prove their value. This is optional and not required as part of the standard setup.
Step 3: Create a scaling campaign for Top Performers
In ROI Hunter
Go to the Google section.
Click Create Campaign.
Select a Product Source and assign the SMART Top Performers filter.
Set the budget and tROAS — lower than your account average.
The new campaign runs in parallel with your existing campaigns. Lower tROAS gives the algorithm room to bid more aggressively for Top Performers specifically, without increasing overall budget. As spend picks up, you can gradually exclude Top Performers from your other campaigns to avoid overlap.
Note: tROAS is set per campaign. The Top Performers campaign has its own tROAS, independent of the rest of the account.
Technical rules
One custom label for all filters. This is the recommended approach — full control, no overlap between campaigns.
Poor Performers must have a higher priority than Top Performers in the prioritisation system. This prevents a product from appearing in both segments.
Make all changes at once. Each separate structural change (budget, filter, creatives) risks triggering or extending the learning phase. Batch changes together where possible.
Related articles: What are Google SMART Segments? · SMART Top Performers · SMART Poor Performers