Scaling Google Ads for a Skincare Brand

1. Client Overview

A premium, dermatologist-formulated skincare brand targeting Indian consumers with clean, clinically proven products for aging, dullness, and pigmentation.

2. Challenge

• Before I took over, the Google Ads account was:

• Bleeding budget with poor campaign structure

• Delivering a high CPA of ₹625

• Generating only 1,333 conversions per year

• Running without branded protection, retargeting, or PMax usage

• Struggling with a low ROAS of 1.2

3. Previous Performance (2023)

Before Ad Account Performance ☝️

• Ad Spend: ₹833,000

• Conversions: 1,333

• Revenue: ₹1,000,000

• CPA: ₹625

• ROAS: 1.2

4. My Strategy (2024)

✅ Rebuilt structure using TOF → MOF → BOF campaigns

✅ Launched Performance Max campaigns with feed optimization

✅ Deployed branded & competitor campaigns

✅ Built Display & YouTube retargeting layers

✅ Optimized ad copy, used urgency-based creatives, tested offers

✅ Revamped landing pages for faster mobile UX and higher CVR

5. Results (2024)

After Ad Account Performance ☝️

• Ad Spend: ₹1,333,000

• Conversions: 7,467

• Revenue: ₹5,600,000

• CPA: ₹178

• ROAS: 4.2

• Revenue Growth: +460%

• CPA Drop: –71.5%

6. Key Learnings

• Performance Max drove scale with the right feed and audience input

• Lowering CPA was not just media buying — landing pages and message alignment were critical

• Full-funnel sequencing and retargeting dramatically improved conversion volume

7. Client Testimonial

“Our Google Ads went from break-even to one of our most profitable channels. We finally had a growth system we could trust.”

8. Conclusion

In one year, I scaled the account from stagnant to high-performance: from ₹1M to ₹5.6M in revenue, with a 4.2x ROAS and dramatically lower CPA. This case proves that smart structure, creative discipline, and conversion-focused landing experiences unlock true growth in paid media.