How We Significantly Increased Revenue for a German Health-Tech D2C Brand Using a Full-Funnel Google Ads Strategy
The Results in 12 Months
By strategically expanding generic traffic, we successfully boosted the Google Ads performance of a German D2C Health-Tech brand:
✅ Conversion value increased from €10.47M to €10.8M (+€328K).
✅ Conversions grew from 85.88K to 90.7K (+4.82K).
✅ Cost per conversion dropped from €22.78 to €19.85 (-€2.93).
✅ Total ad spend optimized from €1.95M to €1.8M (-€156K).
✅ Despite fewer clicks, traffic quality improved, leading to a higher conversion rate and overall revenue growth.
✅ ROAS significantly improved, proving that each euro spent generated more revenue.
Background
The brand offers smartwatches and health-tech solutions in the D2C market. Prior to our collaboration, most sales came from brand keywords, while generic keywords were underutilized and contributed little to revenue. As a result, the company was heavily reliant on brand awareness and unable to tap into its full growth potential in the generic search segment.
Our challenge was to reduce dependency on brand keywords and efficiently scale profitable, high-intent generic traffic to ensure long-term growth.
Key Challenges
❌ Overreliance on brand keywords, while generic search was neglected.
❌ Low visibility & reach among potential new customers due to poor generic keyword coverage.
❌ High costs on generic keywords due to ineffective bidding strategies.
❌ Weak conversion rates in generic campaigns caused by poor audience targeting and unoptimized landing pages.
❌ Lack of retargeting, failing to bring potential buyers back.
Our Strategy & Implementation
1. Expanding Generic Keywords for Customer Acquisition
🔹 Identified and built high-performing generic keyword groups (e.g., “fitness watch,” “health tracker,” “smartwatch with sleep analysis”).
🔹 Excluded irrelevant keywords to improve traffic quality and intent.
2. Full-Funnel Strategy
🔹 Display & YouTube campaigns to generate early interest and brand awareness.
🔹 Performance Max campaigns to scale high-volume generic keywords effectively.
3. Smart Bidding & Budget Control
🔹 Target CPA & Target ROAS bidding to control budget and maximize conversion quality.
🔹 Dynamic budget allocation focused on top-performing generic search terms.
4. Advanced Audience Targeting & Remarketing
🔹 RLSA campaigns to re-engage previous visitors and drive conversions.
🔹 Custom Audiences from website visitors and past customers for precise ad targeting.
5. Landing Page Optimization
🔹 Tailored landing pages highlighting smartwatch benefits for new customers.
🔹 A/B testing to improve user experience and conversion rates.
6. Ad Creative Optimization
🔹 High-converting ad creatives showcasing the smartwatch’s unique selling points.
🔹 Regular updates & performance testing for continuous improvement.
Conclusion
By strategically expanding into generic search traffic and targeting new customer segments, we significantly increased revenue while reducing costs.
The data proves that leveraging the full Google Ads funnel—including generic campaigns—is crucial for sustainable growth and profitability. 🚀