WE HACKED SUCCESS SO YOU COULD GROW YOUR BUSINESS FASTER
Case Study: Google Ads Performance for a Cosmetics & Essentials E-commerce Brand
In the Best Case Studies, the Results Speak for Themselves. Here Is a Sneak Peek:
Executive Summary
We partnered with a multi-category e-commerce brand in the beauty and personal care sector to manage and optimize their Google Ads account. The brand sells haircare, skincare, and bodycare products through a single online storefront. Over a 4-month period, we adjusted campaign strategies monthly in response to seasonal trends and budget priorities, achieving ROAS ranging from 2.31x to 3.4x. Campaign performance followed expected seasonal patterns, with stronger returns during lower-spend periods and peak volume around Black Friday.
Industry: E-commerce (Haircare, Skincare, Bodycare, Essentials)
Platform: Google Ads (Search, Shopping, Performance Max, DSA, YouTube)
Timeline: November 2023 – February 2024
Currency: AED
Location: UAE
Objectives
- Maximize return on ad spend (ROAS) while managing fluctuations in seasonal demand
- Allocate budget across shopping, search, and performance campaigns efficiently
- Support full-funnel conversion while respecting tight ROAS targets
- Adapt media strategy to monthly performance insights and product focus
Strategy Overview
- Primary Focus on High-Performance Channels
- Majority of spend directed to Search and Shopping campaigns
- Supported by DSA (Dynamic Search Ads) to capture additional long-tail traffic
- Majority of spend directed to Search and Shopping campaigns
- Selective Use of Performance Max, Display, and YouTube
- Performance Max and video/display campaigns tested but limited due to ROAS constraints and internal brand guidelines
- Display and YouTube kept minimal to avoid impacting performance-focused budget segments
- Performance Max and video/display campaigns tested but limited due to ROAS constraints and internal brand guidelines
- Seasonal Spend & Performance Adjustments
- Budget scaled during Black Friday (November) and tightened during lower-activity months like February, March and April expected to rebound based on historical trends
Monthly Performance (AED)
Month | Spend (AED) | ROAS | Notes |
Nov ’23 | 149,000 | 2.31 | Black Friday month; highest spend |
Dec ’23 | 106,000 | 2.81 | Lower spend post-peak, improved ROAS |
Jan ’24 | 99,000 | 3.40 | Best ROAS; controlled budget |
Feb ’24 | ~70,000 | 2.71 | Seasonal dip expected and reflected |
Key Takeaways
- ROAS and ad spend are inversely proportional in this account: controlled spend consistently yielded higher efficiency
- Search and Shopping remain the highest performing channels for this vertical; PMax and video work best when scaled thoughtfully
- Seasonal awareness is essential—February is historically slower, while March and April provide opportunities to scale
- Multiple campaign types help cover product discovery and conversion needs across different intent levels
Conclusion
This case illustrates the importance of balancing campaign diversity with performance consistency in the beauty and personal care e-commerce space. By focusing on ROAS-driven channels, aligning spend with market timing, and adapting strategy monthly, we helped this brand maintain profitability and readiness to scale in high-conversion seasons.
WE HACKED SUCCESS SO YOU COULD GROW YOUR BUSINESS FASTER
Here Is What Our Partners Have To Say About Their Experience With Us:
Level Up Your Marketing. Hit Your Goals.
Get a 1:1 consultation to discover growth opportunities that impact your bottom line. No cost. No commitment.