Google Ads Case Study: Scaling a Professional Beauty Brand in the D2C Market
With this specific Google Ads funnel strategy, we increased the annual sales of a professional beauty brand in the D2C sector from 5.99 million to 6.24 million sales (+249K)—while simultaneously reducing costs.
The Challenge
Our results stand in stark contrast to what many D2C beauty brands typically achieve with Google Ads.
Most companies in this sector experience only 5–10% annual growth because they rely solely on bottom-funnel tactics and generic keywords. While these may drive clicks, they rarely generate qualified leads or significant revenue growth.
When we analyzed the brand’s Google Ads campaigns, we identified several critical flaws:
✅ Overloaded with generic, low-intent keywords
✅ Poor campaign structure, not tailored to professional customers
✅ Weak ad copy that failed to target specific consumer needs
✅ Unoptimized landing pages with no clear value proposition
✅ Inefficient bidding strategy, leading to unnecessarily high CPCs
Our Strategy: A Full-Funnel Approach for Maximum Growth
To unlock the brand’s full potential, we moved beyond traditional bottom-funnel tactics and integrated mid- and upper-funnel strategies:
1. Clear & Targeted Campaign Structure
- Built specific campaigns & ad groups tailored to consumer intent
- Excluded irrelevant keywords to improve lead quality
2. Expansion to Mid- & Upper-Funnel
- Leveraged Display & YouTube Ads to engage high-value prospects early
- Used content marketing to strengthen brand awareness and product benefits
3. Smart Bidding & Quality Optimization
- Implemented target CPA bidding to reduce cost per conversion
- Dynamic budget allocation to maximize high-potential conversions
4. Advanced Audience Targeting
- Used RLSA & Custom Audiences for precision targeting
- Built remarketing strategies to significantly improve conversion rates
5. Landing Page Optimization
- Industry-specific content & clear value propositions
- Continuous A/B testing to increase conversion rates
The Results After 12 Months
📈 Sales increased from 5.99M to 6.24M (+249K)
💰 Cost per conversion dropped from €17.20 to €15.98 (-€1.22)
📉 Total budget reduced from €992K to €846K (-€146K) with improved traffic quality
🚀 ROAS increased from 6.04 to 7.38 (+22.19%), boosting profitability significantly
Key Takeaway
This outstanding result was only possible because we fully leveraged the entire Google Ads funnel—not just traditional bottom-funnel tactics. By expanding into mid- and upper-funnel strategies, optimizing bidding, and refining audience targeting, we achieved scalable, profitable growth in a highly competitive industry.