A wire-connector brand expanding into mechanical tools and wire strippers - each with different ROAS curves, creative needs and audience overlap. Search wasted $285 on 14 zero-conversion keywords (Tesla CarPlay queries crossing over) and presell-to-PMax attribution wasn't resolving cleanly.
Soldering-iron equipment barrier - DIYers lack the iron, heat gun and solder skill, so they abandon wire repair entirely
Pocket-coded PMax architecture (one pocket per product line) + 'no-soldering-iron-needed' angle stack
IP67 waterproof patent + 5,000-review trust stack + creator endorsements (The Bearded Mechanic, Born Again Boating)
Wire Connector line (30 SKUs, IP67-rated, hero), Mechanical Tool line (Universal Socket Wrench, launched 2026-05-02), Wire Tool line (8-in-1 stripper, launched 2026-05-03) - each ring-fenced before cross-sell.
'solderstick' brand-term organic CTR holds at very high rank - paid brand bid reduced. Organic absorbs brand defense; paid spends on non-brand.
Each new product line gets its own isolated PMax pocket for 4–6 weeks before any cross-sell activation. The pattern is now the brand's default scaling motion.