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
- Post by : Absarjoy
- 2:56 am
- 10-05-2022
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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Introduction to SkinCare and the Challenge
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.
The Challenge:
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:
Increase conversions from high-intent shoppers
Regain momentum after being in Google Ads “Suspend”
Scale their campaigns while keeping cost-per-acquisition (CPA) low
Initial Google Ads Setup and Mistakes
Upon reviewing SkinCare’s Google Ads account, we uncovered several critical issues that were limiting performance:
Campaign structure was fragmented, with overlapping ad groups and inconsistent targeting
Broad match keywords were triggering irrelevant search queries, leading to low-quality traffic and wasted spend
The account was relying heavily on automated bidding without sufficient historical data, which led to inefficient cost allocation
Ad copy and landing pages lacked cohesion, reducing Quality Scores and driving up costs
The Solution
A Data-Driven Google Ads Strategy for SkinCare
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:
1. Prioritized Google Search Ads
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.
2. Enhanced Ad Copy and Keyword Targeting
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.
3. Leveraged Smart Bidding Strategies
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.
4. Continuous Campaign Optimization
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.
5. Retargeting and Ad Extensions to Boost Engagement
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.
6. Landing Page Optimization for Higher Conversions
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.
The Results
A Winning Formula for Growth
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:
+48% increase in conversions – More first-time customers completed purchases through paid search.
+39% higher conversion rate – Improved targeting and landing page alignment drove more efficient results.
-42% lower cost per acquisition (CPA) – Smarter bidding and better ad relevance reduced acquisition costs.
+185% increase in click-through rate (CTR) – Refined ad copy and keyword strategy attracted more qualified traffic.
-28% lower cost-per-click (CPC) – Higher Quality Scores and better match types reduced click costs.
+60% increase in return on ad spend (ROAS) – Every dollar spent delivered stronger returns and sustainable growth.
Language Optimization for Global Reach
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 : Insights & Analysis
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.
Tracking Conversions and Customer Acquisition
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.
Optimize Product Feed for Peak Performance
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:
Ensuring data accuracy
Refining product titles with Google’s taxonomy
Organizing listing groups to exclude unprofitable products
Using Negative Keywords to Cut Waste
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.
Future Plans and Recommendations
To further optimize its Google Ads campaigns, SkinCare plans to implement several key strategies:
Expand keyword research to uncover new high-intent, product-specific search terms that align with customer needs.
Adopt more advanced conversion-focused bidding strategies, such as Target ROAS, to maximize profitability at scale.
Refine and expand negative keyword lists to filter out low-quality traffic and prevent wasted spend.
Maintain ongoing A/B testing of ad creatives and landing pages to continuously improve engagement and conversion rates.
Enhance retargeting campaigns to re-engage cart abandoners and high-value visitors who didn’t convert on the first visit.
Leverage additional ad extensions (such as promo extensions and image extensions) to boost visibility and drive higher click-through rates.
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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