Most beauty brands struggle to scale digital profitably. This one achieved a 3× higher conversion rate, a 2.4× lower cost per transaction, and a stronger ROI — all within eight months.
Client
A global mass-market beauty brand offering makeup, skincare, accessories, and fragrances. The company operates both through direct sales and a robust e-commerce model. The client’s goal was to achieve a 3:1 return on investment in digital marketing.
Campaign Objectives
- Drive high-intent traffic to the website
- Run structured A/B tests to optimize performance
- Increase ROI while reducing ERS (Effective Revenue Share)
- Grow e-commerce sales in the beauty category
Ad Approach
Before launching the campaign, we conducted a full audit of GTM, Google Analytics, Google Ads, Merchant Center, and Facebook Ads. The audit revealed tracking gaps, an inefficient campaign structure, and several missed growth opportunities.
The strategy focused on:
- Strengthening measurement and data quality
- Rebuilding paid search and paid social structure
- Using dynamic remarketing and automated bidding to meet ROI targets
- Prioritizing high-intent audiences and revenue-driving placements
Implementation Approach
We restructured tracking and campaign architecture to support data-driven optimization.
In Google Analytics, we configured user-interaction tracking to map the full customer journey and identify drop-off points — resulting in a 2× increase in conversion rate.
We connected GA360, Campaign Manager, and Search Ads 360, enabling automated optimization through Floodlight events. Custom labels in the product feed helped surface discount offers automatically in dedicated ad placements.
Tactics & Tools
Google Ads
- Shopping campaigns — Optimized data feed with improved categories, discounts, and descriptions, increasing impression share and attracting higher-intent users
- Search campaigns — Prioritized budget on branded queries (99% coverage) and used DSA campaigns to capture category demand
- Remarketing — Launched dynamic remarketing and cart-abandoner campaigns; later switched to Criteo after tests showed higher order volume and stronger ROI
- Format testing — Tested Discovery Ads and YouTube for Shopping, discontinued due to low return
Search Ads 360
- Implemented automated bidding and budget management to accelerate ROI-focused optimization
- Integrated Facebook to support cross-channel attribution and unified performance measurement
Facebook Ads
Our team rebuilt the structure around the sales funnel with three key components:
- Prospecting campaigns optimized for conversions (interest-based and lookalike audiences from converters and CRM data)
- Dynamic remarketing using the product catalog
- Conversion-focused campaigns for first-party audiences (non-converting site visitors, CRM database, Instagram, and Facebook followers)
We continuously monitored audience overlap and fatigue, refreshed creatives, and provided the design team with insights and recommendations.
Ad Campaign Results
Across eight months, we ran consistent A/B tests, optimized campaign structure, explored new audience segments, and refined creatives based on ongoing feedback.
Key outcomes:
- Cost per transaction decreased 2.4×
- Website conversion rate increased 3× — from 0.20% to 1.06%
- ERS declined 2.6×, driving a stronger overall return on investment
Let’s develop a performance strategy tailored to your brand.
