Your Cosmetics: A PPC Glow Up Story
What changed
Your Cosmetics operates in beauty, a category where paid media costs are high, competition is dense, and the difference between a profitable account and an unprofitable one is usually structural rather than creative.
The Challenge
The brand had genuine demand and an account that was not capturing it. Spend was going out, results were coming back, and the ratio between them was worse than the category should allow.
This is the most common situation we are called into. Nothing is obviously broken. The account runs, campaigns deliver, reports get sent. The problem is that the structure underneath was built for a smaller business and had never been rebuilt for the one that exists now.
The Solution
Google Ads restructure. We rebuilt audience targeting and account architecture around commercial intent, separating the traffic that was close to purchase from the traffic that was still researching, and stopped bidding for both as though they were the same.
Social advertising to build demand upstream of search, so the search account had more branded and category demand to capture rather than competing entirely on generic terms.
SEO to reduce dependence on paid for terms the brand should have been ranking for organically, lowering blended acquisition cost across the whole channel mix.
The principle throughout: in beauty, the winner is rarely the brand that spends most. It is the brand whose account structure lets it pay the right price for each type of demand.
The Results
Over 2024:
- Sales volume 4Ă
- ROAS +671% across Google Ads
- Search revenue +400%
- Conversion rate +241% from PPC
The conversion rate figure explains most of the rest. When the same traffic converts at more than three times the previous rate, every downstream metric improves without a proportional increase in spend. That is what makes the growth durable rather than bought.
The right fit
We are built for brands that have found what works and run into the ceiling of it. That are already investing seriously in growth, judge the work by what reaches the P&L rather than what fills a report, and want a partner who will argue with them over one who agrees.
Want a result like this
for your brand?
Book a strategy call. We will look at your numbers, name the three things we would fix first, and tell you plainly whether we are the right partner.
