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Case-Study : How We Increased SkinCare Conversions by 51% in Just 3 Months
Proven tactics and expert tips to unlock the full potential
Google Ads ⑊ Performance Max Campaign Strategy
SkinCare, an eCommerce-based health and wellness company, came to us with some unique challenges. Most pressing, they were in Google Ads “suspended”. Flash forward 3 months and we had grown new customer acquisition by 51%.
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SkinCare, a thriving eCommerce health and wellness brand, approached us facing significant challenges. Most critically, they were in Google Ads suspended from the platform and unable to advertise due to compliance issues that needed resolution. Meanwhile, they had ambitious new customer acquisition goals and a competitive market to navigate.
Fast forward three months, and we helped SkinCare grow new customer conversions by 51%, all while maintaining a sustainable cost per acquisition.
As a fast-growing eCommerce brand in the health and wellness space, offering high-quality skincare solutions tailored to modern consumers. Despite a loyal customer base and a growing product line, they faced a common challenge: scaling new customer acquisition without losing control of their advertising budget.
With rising competition in the beauty and wellness industry, SkinCare needed to:
Upon reviewing SkinCare’s Google Ads account, we uncovered several critical issues that were limiting performance:
We began by conducting a thorough audit of SkinCare’s existing Google Ads campaigns. After analyzing the data, we identified key areas for improvement and developed a strategic approach focused on maximizing conversion growth while controlling acquisition costs. Here’s how we transformed their campaigns:
Since SkinCare’s customers actively search for health and wellness products online, we focused primarily on Google Search campaigns. We segmented the campaigns by product categories and audience segments, allocating budgets based on profitability and seasonality insights. This allowed us to target the right audience with precision, increasing relevance and engagement.
Remember, staying proactive is key—regularly adjust your strategy to account for seasonality and product changes. These shifts directly impact PMax’s optimization, so anticipating and adapting to them ensures your campaigns remain ahead of the curve.
We rewrote SkinCare’s ad copy to highlight product benefits that resonated with their target customers. Aligning messaging with search intent improved Quality Scores and reduced cost-per-click (CPC). We also refined their keyword strategy by expanding relevant keywords and tightening match types to improve targeting accuracy and ad relevance.
To efficiently scale while maintaining cost control, we implemented Target CPA (Cost Per Acquisition) bidding. This automated bidding strategy optimized for conversions, allowing SkinCare to maximize new customer acquisition within their budget. Ongoing search term reviews helped us exclude irrelevant traffic, ensuring the budget focused on high-value prospects.
We monitored campaign performance daily, making iterative adjustments to bids, keywords, and ad copy. We expanded converting keywords, paused underperformers, and optimized targeting settings. These continuous refinements delivered compounding improvements over time.
To recapture potential customers who visited SkinCare’s site but didn’t convert, we deployed retargeting campaigns. This strategy kept the brand top-of-mind and encouraged users to complete purchases. Additionally, we enhanced ads with ad extensions like site links, callouts, and structured snippets to provide extra information and increase click-through rates.
We collaborated with SkinCare to optimize their landing pages, ensuring alignment with ad messaging and user intent. Each ad group directed traffic to a dedicated landing page tailored to the specific product or offer. Pages were optimized for mobile users, featured clear headlines, compelling offers, and strong calls-to-action (CTAs). These improvements helped increase conversion rates and overall campaign ROI.
Asset groups are the core of Performance Max campaigns, combining images, videos, and text that Google’s AI uses to tailor ads for different audiences. Creating groups based on audience signals improves relevance and boosts conversions.
Regularly updating your creatives keeps ads fresh and expands reach, enhancing overall campaign performance.
Over a three-month period, SkinCare saw dramatic improvements across every key performance metric:
Language optimization is a crucial component of campaigns. By setting language preferences, you ensure your ads reach users in their preferred language, enhancing both user experience and campaign effectiveness. Within asset groups can be tailored by language to deliver more relevant and understandable ads to each audience segment. Including language-specific creative assets enables precise targeting of multilingual audiences, resulting in more personalized and impactful ad engagements.
Reporting provides valuable insights into campaign performance, top-performing search categories, and audience segments. For deeper analysis, you can create a multiple segment in Google Analytics, unlocking detailed reports beyond standard metrics. Full-funnel conversion tracking is essential to accurately evaluate and optimize your campaign’s overall effectiveness.This perspective helps identify inefficiencies and drive optimization across your entire Google Ads account.
Accurate conversion tracking is crucial for optimizing campaigns. Misconfigured tracking can lead to incorrect sales data and hinder campaign performance. By track data includes a specific goal for new customer acquisition to help you target growth efficiently.
Advanced conversion tags let you differentiate new versus returning customers, providing clearer insights and enabling measurement of key metrics like customer acquisition cost.
Maintaining an accurate and up-to-date product data feed is critical for the success of your campaigns. Regular updates ensure your feed reflects current inventory and market demand, directly influencing campaign results and shopping ad delivery.
Key feed optimization tactics include:
Implementing negative keywords at the account level can significantly improve performance by preventing ads from showing on irrelevant search queries. This saves budget, increases ad relevance, boosts click-through rates, lowers cost per click, and reduces unwanted traffic.
Use insights from traditional search campaigns and keyword themes to identify and exclude non-converting queries effectively.
To further optimize its Google Ads campaigns, SkinCare plans to implement several key strategies:
By continuing to invest in these strategies, SkinCare aims to further increase conversions, reduce acquisition costs, and drive sustainable growth through Google Ads.
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Absar is professional, helpful and patient. He assists in setting up Google Analytics and Google Ads conversion tracking with Google Tag Manager. He also delivers very fast.Highly recommend.Thank you!
When I first reached out to Absar, he made me feel confident and understood exactly what I needed. Throughout the process, he kept me updated, explained every step clearly, and delivered results beyond my expectations. Working with Rafayet was smooth, professional, and honestly a pleasure. I would hire him again without hesitation.
I love that Absar replied to my inquiry within minutes and was available for immediate zoom meeting to discuss my needs. He is clearly very knowledgeable about google ads and was able to explain things to me in a clear easy way. I am not very tech savvy person but he helped me understand what I needed to do on my end and was just a message away even at late hours, ready to help me. Would highly recommend!
It was a fantastic experience working with Absar. From the very start, the communication was smooth, clear, and professional. They didn’t just set up my Google Shopping campaign, they took the time to understand my business, my products, and my goals. What really stood out was how they explained everything in a way I could actually understand. I highly recommend him to anyone who wants results and a partner who makes the whole process easy and transparent.
Absar did an excellent job setting up our Google Ads for our garbage collection business. He explained everything clearly and structured the campaign professionally. We’re already seeing more qualified calls coming in. Communication was smooth and he really knows what he’s doing. Highly recommended if you want someone serious about results!
Absar is one of the best API and pixel specialists. This was our third project together, and once again, he delivered outstanding results. He took the time to join a Zoom call to fully understand our requirements, then efficiently resolved the issues and got our pixel and API running smoothly again.Highly skilled, responsive, and reliable—definitely recommended.
Absar set up our Google Ads campaigns with great attention to detail and professionalism. He ensured accurate conversion tracking, built well-structured campaigns, and used data-driven insights to improve targeting and bidding. Communication was clear, delivery was on time, and his work followed best practices.Highly reliable and professional.
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