Operating in a highly restricted niche, the client is an e-commerce store specializing in hyaluronic acid injectables, catering to the German market. Due to the sensitive nature of the healthcare industry, the client’s advertising strategies needed to be highly optimized to ensure both compliance and effectiveness. Despite reaching a monthly turnover of €60-80K, the store sought to scale further while maintaining a high Return on Ad Spend (ROAS) and controlling the ad spend.
The primary challenge was to scale the monthly revenue from €60-80K to a significantly higher target without compromising ROAS. As ad spend increased, the ROAS started to decrease, posing a risk to profitability. The client needed a more robust and scalable advertising strategy that would allow for the growth of sales while maintaining efficiency in ad spend.
We began by restructuring the account entirely, focusing on Performance Max campaigns. We split the campaigns based on the main brands and another campaign for other products, allowing for better budget allocation and performance tracking per brand.
High-quality assets, including compelling images and videos, were incorporated to ensure the campaigns had the best possible creatives. Additionally, we analyzed how Google distributed the budget across various platforms, including product search, display, and video, adjusting the amount of assets to balance spend across these channels.
Gradually increasing the ad spend allowed us to scale without significant dips in ROAS. We were vigilant in maintaining a balance between increasing the ad spend and preserving the high return on each euro spent.
Additionally, we ran a search campaign that complemented the Performance Max campaigns, focusing heavily on targeting competitors. This helped us capitalize on user intent when potential customers were searching for similar products, bringing in high-intent traffic and supporting the overall strategy.
The restructuring and strategic optimizations led to an impressive growth in monthly sales, reaching €239,982. The campaign’s ROAS skyrocketed to 2372%, a significant improvement from prior campaigns. The careful management of budget allocation and gradual ad spend increases helped maintain high efficiency, ensuring that the scaling was done sustainably and profitably. With a balanced approach across Performance Max and search campaigns, the client successfully scaled their e-commerce operations while maintaining strong profitability.
