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PPC
About the project
A project in the beauty and Korean cosmetics niche that evolved from social media into a full-fledged e-commerce and distribution business. The product range features effective skincare products from Korean, European, and British brands. The focus is on clean ingredients, cruelty-free and vegan-friendly products, as well as real results for customers. The online store became the key channel for scaling the business.
Objective
The main objective was to scale online sales through Google Ads while maintaining control over advertising investment efficiency.
We set the following goals:
- increase online sales volume
- build a stable PPC growth model
- effectively manage a wide product range
- avoid cost increases without corresponding results
What We Did
Challenges
The beauty niche is characterized by intense competition and an active battle for search demand.
Key challenges of the project:
- high competition for category-level queries
- varying profit margins across products
- large product feed
- risk of losing profitability during scaling
- the need to manage budget dynamically
Strategy
We implemented a combined PPC strategy where each tool had a clear role in the sales funnel.
Key decisions:
- using Performance Max as the primary scaling tool
- segmenting PMax campaigns by product type and priority
- dedicated search campaigns for branded and category queries
- optimizing campaigns based on conversion value rather than volume
- regular budget reallocation toward the best-performing combinations
Execution
During the process, we:
- built a structured system of Performance Max campaigns
- optimized search campaigns to capture high-intent demand
- tested various approaches to product feed management
- disabled underperforming campaigns
- focused budget on campaigns with the highest return
All decisions were driven by analytics and actual data.
Results
Key performance metrics:
- achieved a stable ROAS of approximately 3.5
- Performance Max became the primary sales driver
- branded search campaign delivered a ROAS of over 7
- scaling was achieved without loss of efficiency
Analytics and confirmation of results
Conclusion
This case study demonstrates that even in the highly competitive beauty niche, it is possible to scale systematically and predictably by:
- building a strategy around sales value
- using Performance Max as a controlled growth tool
- maintaining strict control over campaign structure and budget
- making decisions based on data rather than intuition
The result is a stable, manageable online sales model.