This business is operating within the beauty supplement niche and had the mission to see massive growth in 2022.

They were doing alright on paid social, but never managed to unlock Google Ads as a performance channel. By nature, the business had a large number of competitors in their niche, so we took the approach of leveraging the demand and search volume that our competitors was contributing to the market.

As you'll see some campaigns was down scaled in start June due to inventory issues.
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Let's dig in ↓

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Google Shopping is a must-have for any ecommerce business, and that's why we put our full focus on it from day one. We quickly made sure to optimize the product-feed and took advantage of the new Performance Max campaign type when we could, which gave us a leg up in the shopping network by earning more impression share than other shopping campaigns at the time. To be safe, we also kept the old shopping campaign structure as a backup plan in case Performance Max didn't work out.

Our main goal was to split-test different campaign structures and use zero party data, such as customer lists in Customer Match, to feed our Performance Max campaigns with audience signals. This helped the algorithm know how our main customers looked like and enable those learnings to Performance Max with more and more consistent performance as a result

In addition, we leveraged YouTube as a remarketing channel and created direct response videos based on the A.i.D.A model, keeping them short and sweet at a maximum of 15 seconds. We used the brand's extensive creative bank of video ads to determine what worked well on paid social and then duplicated it on YouTube. This enabled us to fill up our top-of-funnel with interested consumers who later converted through other campaigns or channels. The clicks we got from YouTube were cost-effective and helped us acquire more customers.

Since the brand offers a subscription-based service, we also secured a MASSIVE 81% uplift in subscriptions generated in the same period, which is not accounted for in Google Ads.

At the end of the day, successful Google Ads growth requires hard work, fundamental platform + marketing skills and logical thinking. By following a proven workflow, leveraging our extensive Google Ads experience, and using high-level marketing psychology, we were able to help this brand see huge growth in their niche.

The Shopify dashboard tells the whole story.