In the last four months of 2024, we supercharged Solanie’s return on ad spend (ROAS), as part of our ecommerce growth strategy, boosting it by 2.5 on Google and reaching 9.6X with a strategic paid media approach.
Meanwhile, over on Meta, we increased the ROAS by 1.7, proving that when done right, beauty brands don’t just glow, they scale.
On top of that, we doubled the Revenue Per Visitor (RPV) from €1.45 to €2.75, compared to the same period in 2023.
Why is this a big deal?
Because Solanie was traditionally sold in cosmetic salons, not online. Our challenge? Turn it into an eCommerce-first brand and get customers used to buying it directly online, something they hadn’t done before.
Background in a Nutshell
- Solanie has a long history in Hungary.
- It was mainly sold in salons, with eCommerce playing a small role.
- Six months ago, we were tasked with making it an eCommerce-first brand.
- To do that, we repositioned the brand and its product lines.
- This case study breaks down how we made it happen.
If you’re curious about how to run a powerful paid media strategy for a skincare brand, keep reading.
Google Ads Strategy Breakdown
Achieving a 2.5X increase in ROAS within just four months required a systematic, data-driven approach that went beyond basic optimizations. The key was full-funnel audience segmentation, aggressive bidding strategy refinement, and a hyper-structured campaign setup that maximized ad delivery efficiency and return on investment.
Hyper-Segmented Campaigns for Better Control
Instead of running a broad Performance Max (PMax) campaign, we split it into multiple asset groups, categorized by product type. This allowed us to allocate budgets more efficiently, test different creative angles, and identify which product categories performed best.
By doing this, Google’s machine learning could better optimize performance at the product level, rather than making blanket optimizations across the entire catalog.
Smarter Remarketing
We introduced custom match lists to strengthen our remarketing strategy. This enabled us to re-engage previous buyers and high-intent website visitors with precision.
By feeding first-party data into Google Ads, we ensured our remarketing audiences were highly relevant, reducing wasted spend on low-converting users and improving conversion rates.
Improve Ad Relevance
A well-structured product feed is critical for Shopping Ads success. We categorized the shopping feed by distinct product categories and improved product titles, descriptions, and imagery to boost ad relevance.
This granular feed optimization led to higher CTRs and better Quality Scores, ensuring our ads appeared in the most relevant searches while maintaining a competitive CPC.
Intent-Based Targeting
To ensure precise keyword targeting, we restructured search campaigns based on product categories and user intent. Instead of running generic search ads, we:
- Isolated high-intent keywords to capture ready-to-buy users.
- Created category-specific ad groups to improve relevancy.
- Optimized ad copy and landing pages to match search intent.
- Implemented negative keyword lists to eliminate wasted spend.
This refined structure increased ad relevance and conversion rates, driving more profitable traffic to the site.
The Power of tROAS Scaling
One of the most impactful changes was the switch to a target ROAS (tROAS) bidding strategy. Instead of using manual bidding or an outdated automated strategy, we progressively increased the tROAS target in controlled increments.
This forced Google’s algorithm to prioritize higher-value conversions, pushing our campaigns to optimize for profitability instead of just volume.
By continuously monitoring performance, we identified the “sweet spot” where ad spend was maximized without sacrificing efficiency, resulting in significant revenue growth without unnecessary spend.
Meta Ads Strategy Breakdown
Increasing Meta Ads ROAS by 1.7X at the account level required a tighter campaign structure, focused spend allocation, and an optimized funnel that eliminated inefficiencies.
Instead of spreading budgets thin across multiple micro-campaigns, we simplified the entire setup to maximize conversion efficiency while maintaining audience freshness and scalability.
Simplified Campaign Architecture
We restructured Meta Ads by consolidating campaigns into two primary objectives: traffic generation and sales.
By consolidating campaigns and focusing budgets on the most effective audience segments, we eliminated wasted ad spend and improved performance efficiency.
Why is this important?
When budgets are spread too thin across multiple small campaigns, Meta’s algorithm struggles to gather enough data to optimize effectively.
Full-Funnel Approach
We simplified the funnel into three core targeting layers to ensure clarity in audience segmentation:
- Cold Audience (Interest-Based Targeting) – Focused on scalable audience growth, leveraging Meta’s algorithm to find high-intent users.
- Remarketing – Regularly refreshed custom audiences, targeting users who engaged with the brand but didn’t convert.
- Lookalike Audiences – High-performing seed audiences used to expand reach and acquire new, relevant customers.
We applied the Omnipresence strategy not just as a content creation framework but as an integrated approach across our paid campaigns, ensuring that creatives were tailored to specific PPC funnel levels based on audience engagement and intent.
Instead of delivering generic messaging, we aligned ad creatives with each stage of the funnel, dynamically adjusting content based on how committed a user was to the brand.
The Secret Weapon in Lifestyle Brand Management
The Omnipresence Method (OMNI) is our secret weapon for managing lifestyle brands both profitably and creatively.
On one hand, brands continuously strive to improve their numbers each quarter. On the other hand, they seek high-quality, engaging organic and paid social content that not only looks visually appealing but also aligns with their brand identity and subjective objectives.
Without a proper strategy, balancing these goals can be challenging. However, the OMNI method effectively serves both needs by providing:
- A structured and predictable content flow, planned 2-3 months in advance
- The ability to utilize creatives across multiple stages of the PPC funnel
- A fully omnichannel distribution approach
Simply put, OMNI is the key to sustainable, high-performing lifestyle brand marketing.
Traffic & Sales-Only Campaigns
We ran only performance-driven campaigns, completely removing awareness-focused objectives that didn’t contribute directly to revenue.
Every campaign was either traffic-focused (to feed the funnel) or sales-driven with clear conversion intent.
Always-On vs. Seasonal Campaigns
To maintain momentum, we separated evergreen campaigns from promo-driven ones:
- Always-On Campaigns – Sales, catalog, and omnipresence ads continuously running for steady revenue flow.
- Seasonal/Promo Campaigns – Managed separately to avoid disrupting high-performing, ongoing sales campaigns. This approach reduced manual intervention and kept Meta’s learning phase stable.
Dynamic Catalog Ads in Remarketing
We integrated dynamic catalog ads into our remarketing funnel, ensuring that users saw hyper-relevant products they had already engaged with.
This move shortened the purchase cycle by showing users exactly what they were most interested in, paired with urgency-driven messaging.
Ecommerce Growth Strategy
Beyond performance marketing, our Omnipresence Strategy (OMNI) ensured a consistent, high-quality content flow, integrating both organic and paid efforts for maximum brand impact.
By balancing always-on and seasonal campaigns, optimizing our PPC funnel structure, and reinforcing conversions through dynamic catalog remarketing, we built a scalable system that ensures long-term growth and profitability.
When executed correctly, an ecommerce growth strategy isn’t just about short-term wins, it’s about building a sustainable, high-performing brand that thrives in a competitive market.
