October 31, 2025
Read time:
10 Minutes
Thinking
283% Year-on-Year Growth - How We Scaled This Brand Profitably With Margin-Based ROAS Targeting
This brand is a premium beauty retailer selling high-end brands such as Redken and Olaplex.
When they joined us, they were already investing in Google Ads but their entire approach to profitability was broken.
Every campaign was managed under rigid CPA limits that ignored actual product margins.
A £50 product with 60% margins was treated exactly the same as one with 30%.
The result was predictable. Overspending on low-margin products and missing out on high-margin opportunities.
Over the past year we rebuilt their Google Ads structure around real profitability rather than arbitrary targets. The outcome speaks for itself.
Year-on-Year Results
+283% Year-to-Date Revenue
-15% nCAC
+273% New Customer Revenue
If your campaigns are still managed by random CPA targets or ROAS goals, you are scaling without clarity on where your profit is coming from. We can show you exactly how to fix that.
How We Delivered These Results
The first step was to remove CPA targets completely. They looked tidy on a spreadsheet but had no link to actual business economics.
We calculated true COGS across the entire catalogue and set ROAS targets that aligned with real profit margins.
A product with 60% margin could profitably scale at 3x ROAS.
A product with 30% margin needed closer to 6x ROAS to stay profitable.
From there we rebuilt Performance Max campaigns around profitability tiers rather than brand or product type.
Each campaign was grouped by the ROAS requirement needed to remain profitable, allowing Google’s algorithm to optimise spend within realistic constraints.
We then addressed the traffic imbalance.
Most conversions came from branded searches where customers were already searching for specific stocked brands such as Redken or Olaplex.
By splitting Shopping into branded and non-branded campaigns we gained full control over spend allocation.
Branded campaigns received the majority of the budget to capture high-intent traffic.
Non-branded campaigns ran with controlled budgets, targeting discovery terms while avoiding wasted spend.
The final structure gave this client a system where branded search drove growth while profitability remained fully protected.
Every decision tied back to real margins rather than assumptions.
Strategy Insights
Many beauty and personal care retailers still manage campaigns using CPA limits or blanket ROAS targets.
It feels logical but completely ignores the economic differences between products.
When every item competes for budget equally, you lose control of profitability long before scale even begins.
By shifting to margin-based ROAS targeting, they scaled faster, smarter, and more sustainably.
Separating branded and non-branded traffic ensured that budget was focused where it mattered most.
Performance Max campaigns grouped by profitability allowed the algorithm to drive growth without damaging margins.
After a full year of consistent optimisation, they achieved 283% growth in revenue, a 15% in customer acquisition cost, and a 273% increase in new customer revenue while maintaining healthy profit margins.
This is what happens when campaign structures are built around real numbers.
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