Stop Wasting Budget: Lazada Ads Thailand Updates ‘Sponsored Max’ with Product Grouping

If you are running an online store, you know how crucial Lazada Ads Thailand can be for your sales. Recently, Lazada introduced a major update to their Lazada Sponsored Max feature. Previously, Lazada launched Sponsored Max for both Products and Stores, which allowed sellers to run ads for individual items, directly allocate budgets to specific products, and use advanced bidding strategies like Target ROAS (Return on Ad Spend).

It was a great step forward, making Lazada highly competitive with platforms like Shopee Ads. However, managing it wasn’t always smooth sailing. Here is what has changed and why it is a massive win for your ecommerce business.

The Pain Points of Running Lazada Sponsored Max (Until Now)

While the single-product focus had its perks, it came with a significant downside. In the older “Sponsored Discovery” format, sellers could group products into campaigns. Unfortunately, Lazada didn’t initially bring this grouping feature over to Sponsored Max.

For business owners and marketers managing a large inventory, this became an operational nightmare. You had to manually adjust the budget and Target ROAS for every single product. To be frank, it was tedious and led to “ad fatigue” for campaign managers. The system wasn’t designed for bulk optimizations, meaning you had to spend hours just tweaking your ads instead of focusing on growing your business.

Recently, Shopee Ads brought back their “Ad Group” feature, allowing multiple items to be grouped together. Now, Lazada has followed suit, bringing the much-loved campaign grouping feature to Lazada Sponsored Max.

This update makes everything significantly easier. You no longer need to micromanage budgets or ROAS for individual items. Let’s dive into the core benefits of this new Lazada Ads update.

1. Structure Your Product Portfolio Like a Pro

Under the old system, one product meant one ad campaign. If you were promoting 50 products, your dashboard would be completely cluttered, making it incredibly hard to analyze performance, let alone adjust budgets. Your data was scattered everywhere.

With the new update, you can categorize your products by theme or strategy. The possibilities are entirely up to your business goals:

• High ROAS Group: Put all your highly profitable products into one campaign and rank them by ROAS.
• Flash Sale / Promotion Group: Group products that have limited-time discounts to maximize campaign visibility.
• Sales Volume Group: Categorize items into Best Sellers, Mid-Tier Sellers, and Slow Movers.

This structure not only keeps your dashboard clean but allows you to allocate budgets and set Target ROAS specifically for different business strategies.

2. Smoother Budgeting: Spend Less, Advertise More

This update brings back one of the best aspects of Lazada Ads. Instead of forcing you to spend more money across individual items, grouping allows for highly efficient budget utilization.

For example:

• The Old Way: If you wanted to run ads for 5 products, the minimum budget was 100 THB per day per product. That’s a total of 500 THB per day, spread equally regardless of performance.
• The New Way: You can now group those 5 products into a single campaign with a starting budget of just 100 THB per day for the entire group.

When you bundle products together, the Lazada Ads AI takes over. If you set your bidding to Target ROAS, the AI will automatically push the products that are most likely to sell and hit your target. You get better results, and you no longer have to sit and monitor each item individually.

3. Easier and More Convenient Target ROAS Control

Controlling your Target ROAS at the campaign level is a massive time-saver. It is far more efficient than clicking through and adjusting individual products. More importantly, it allows you to group products based on their profit margins or historical ROAS, giving you strategic leverage:

• Scenario A: If a group of products has an average ROAS of 5, but you want to push for more profitability, you can easily adjust the campaign Target ROAS to 6 or 7.
• Scenario B: For products with high profit margins, you might set a lower Target ROAS. This tells the system to bid more aggressively and capture more sales volume, knowing your margins can absorb the ad cost.

Grouping products gives you much more flexibility to play with your ROAS strategies.

4. Competing Head-to-Head with Shopee Ads and TikTok Ads

This move by Lazada shows they are ready to aggressively compete with both Shopee Ads and TikTok Ads. These three are the dominant platforms for ecommerce marketing in Thailand, boasting massive active user bases. Lazada needed to simplify its ad-buying process to stay attractive to sellers.

Here is how the competition stacks up:

• Shopee Ads: Around mid-2025, Shopee broke away from its strict single-product bidding system and reintroduced “Ad Groups.” Sellers now have the flexibility to choose between grouped ads or single-item ads.
• TikTok Ads (GMV Max): From the very beginning, TikTok allowed sellers to group products into campaigns (though you can do single items, it’s not highly recommended). TikTok also integrates Affiliate Marketing seamlessly into the mix.

To stay relevant and user-friendly in this competitive landscape, Lazada absolutely had to bring product grouping back.

Conclusion: Why Lazada Ads Thailand Product Grouping is a Game Changer

Simply put, the ability to group products is a game-changer for Lazada Ads Thailand. It brings the platform on par with other major advertising systems and gives you, the business owner, the flexibility to structure your ads in ways that make sense for your bottom line.

Beyond convenience, this feature actually helps the Lazada AI algorithm exit the “Learning Phase” much faster. When you have multiple products sharing a sufficient budget inside one campaign, data flows in much quicker. Faster data means the AI learns faster, quickly identifying which products will generate the most sales for your store.

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Originally in Thai. Translated to English with the help of Gemini.