The Problem

This skincare brand had strong brand recognition but was overly reliant on video content, particularly celebrity-focused ads. While their TV campaigns drove awareness, their digital strategy wasn’t converting efficiently. Their approach leaned heavily on brand demand, with limited expansion into awareness or in-market consideration tactics.

This brand needed to capture as much demand as possible while maintaining efficiency, but didn’t know where to start. They wanted to handle celebrity content themselves but needed a stronger evergreen strategy to drive consistent conversions without constantly producing new assets.

Our Strategy

To help the client capture more conversions and maximize efficiency, we took a full-funnel approach — optimizing Google Ads, refining audience segmentation, and testing new creative strategies.

For Google Ads, we restructured search campaigns, expanded Performance Max, and tested non-brand shopping ads to capture demand beyond branded searches. By scaling ad spend strategically, we increased efficiency while driving more high-intent traffic.

On the creative side, we focused on evergreen, high-converting content rather than relying solely on celebrity-driven assets. We tested static ads, integrated customer reviews, and adjusted color palettes to create ad variations that resonated better with target audiences.

Proven Success

As we continued optimizing and scaling the campaigns, momentum kept building. By the end of the year, ad spend nearly doubled, driving a surge in demand capture while staying efficient. The client saw an 81% increase in click volume, reflecting stronger engagement from refined audience targeting and creative testing.

Our efforts also paid off in improving overall ad performance — CTR improved by 53%, meaning the ads were not only reaching more people but also resonating better with the right audiences. The improved targeting, paired with a refreshed creative strategy, contributed to a higher return on ad spend (ROAS), which grew by 11% YoY.

These results didn’t just bring short-term wins — they set the brand up for long-term growth by creating a more sustainable conversion strategy. Every tweak, from audience segmentation to creative adjustments, made the budget work harder while opening the door for continued expansion and efficiency.

Visual Representation of Results: YoY Growth

The charts show GR0-managed campaigns achieving a 72% increase in conversion rates, a 49% boost in ROAS, and maintaining a stronger CVR compared to client-run ads, despite a slightly higher CPA.

Paid Search - Google Ads

Our Approach

To help the client capture more demand efficiently, we implemented a full-funnel paid search strategy focused on expanding beyond brand-only searches. By restructuring search campaigns, launching Performance Max, and testing non-brand shopping ads, we tapped into new audience segments while improving conversion efficiency. Additionally, we refined audience targeting and optimized creative strategies, ensuring ad spend was allocated toward high-intent users. These adjustments boosted conversions while lowering CPA, ensuring long-term, sustainable growth.

Examples

• Restructured Google Search campaigns to expand into non-brand shopping ads.

• Launched Performance Max campaigns to reach new audiences beyond direct brand intent.

• Refined audience segmentation, focusing on high-intent users in the consideration stage.

Our Results

• 140% Increase in Conversions

• 120% Increase in Revenue

• 81% Boost in Click Volume

Creative

Our Approach

To improve ad performance and drive conversions, we shifted the client’s creative strategy away from an over-reliance on celebrity-driven video content toward high-converting, evergreen static assets. We tested a variety of creative elements, including customer reviews, refined color palettes, and more organic, social-first visuals. These adjustments ensured that ads resonated with new audiences while maintaining brand identity.

Examples

• Tested static ads vs. video creatives to determine the most engaging format.

• Introduced customer testimonial ads to add authenticity and improve trust.

• Refined ad copy and headlines for clearer messaging and stronger CTAs.

• Adjusted color palettes to improve ad visibility and performance.

• Launched A/B tests on audience segments to optimize creative targeting.

Our Results

• 34% Increase in CTR

• 27% Drop in CPA

• 42% Boost in Conversion Rates