Beauty & Personal Care Brand

The Problem

The client, a growing beauty and personal care brand, was running Google Ads without a coherent strategy — spending on broad keywords that attracted irrelevant clicks and drained budget with little return. Their account lacked structure, and their highest-selling products were not being prioritised in campaigns.

Without proper negative keyword lists or campaign segmentation, ad spend was being diluted across low-intent searches. The brand needed a partner who could audit their setup and build a profitable, scalable paid-search engine.

• No negative keyword lists — budget lost to irrelevant search terms
• Highest-selling SKUs had no dedicated campaign coverage
• Poor search intent matching driving low conversion rates
• No Performance Max campaigns to capture cross-channel demand
• Lack of ROAS targets and bid strategy alignment

The Solution

We conducted a thorough account audit and rebuilt the campaign architecture from the ground up. Our focus was on funnelling budget toward high-converting search terms while eliminating wasted spend — and layering in a Performance Max campaign to capture demand across Google's full inventory.

Every decision was data-driven: we identified the brand's top-performing products, built tailored ad groups around them, and continuously refined the negative keyword list throughout the engagement to protect margin and improve search efficiency.

• Full Google Ads account audit and restructure
• Built comprehensive negative keyword lists to eliminate irrelevant traffic
• Improved search intent matching with tighter keyword themes
• Launched a Performance Max campaign focused on highest-selling products
• Implemented smart bidding aligned to target ROAS goals
• Continuous monitoring and optimisation across the 30-day window

The Result

Within a single 30-day window, the rebuilt campaign structure delivered $31.9K in tracked conversion value from $6.53K in spend — a 487.74% ROAS that far exceeded industry benchmarks for the beauty category. Negative keyword hygiene and Performance Max coverage were the two highest-impact levers.

The client now has a repeatable, profitable Google Ads framework they can scale with confidence. Ongoing optimisation continues to improve efficiency month over month.