The Challenge

This beauty brand had been plugging away at Google Ads since mid-2019, but it wasn’t pretty. They were seeing sales, sure, but the profits were so slim they barely noticed. The CEO was fed up—ready to pull the plug entirely. Our audit revealed chaos: conversion tracking was counting every sale twice, puffing up the numbers, and 28% of their products were disapproved in Google Merchant Center. In a cutthroat beauty niche, they were hobbling along on just a few items.

Our Strategy

We kicked off by fixing the mess from the ground up. First, we straightened out conversion tracking—no more fake doubles—and cleared the Google Merchant Center snags to get all their products live. Normally, shopping campaigns rule for e-commerce, but not here—low average order values (AOV) and giant competitors made it a losing bet. So, we switched gears:

• Launched search campaigns: Used broad keywords like “best beauty products” and tight ones like “anti-aging cream” to catch shoppers.
• Added display retargeting: Pulled back people who’d bounced with sharp, tailored ads.
• Tried a blog trick: Sent traffic to a “Top 5 Products in This Niche” post, with their star product at #1 to hook curious buyers.
  It was a fresh spin that played to their strengths.

The Results

From October 13 to December 13, 2022, things flipped nicely:

• Sales reached $124,661.89 with a 2.07X ROAS overall—solid for the spend.
• Search campaigns peaked at 3.30X ROAS, showing the blog idea worked.
• Profits finally showed up, even with a low AOV and fierce market rivals.
  In two months, they went from barely breaking even to making Google Ads worth the effort.

Final Thoughts

The standard approach doesn’t always fit. By nailing the basics and getting creative with a blog-driven search plan, this brand found its footing in a packed beauty space. It’s about working with what you’ve got—and making it count.