140% revenue increase for a Ukrainian professional cosmetics brand
A niche online hair cosmetics store needed to achieve stable growth without losing margins on a $1,000 budget.
About the Client
Niche online hair cosmetics store (Ukraine).
Client Request
Sales stagnation at $1,000 budget. Need stable growth without losing margins.
Initial Situation
Campaigns running chaotically, Smart Shopping underperforming due to poor feed quality. Client's main mistakes: product titles contained only brand names without volumes or key benefits (e.g., 'Loreal Shampoo' instead of 'Loreal Professional Shampoo for Colored Hair 500ml'). All products in one campaign regardless of performance, so bestsellers and slow-movers competed for the same budget. No remarketing setup despite 60%+ cart abandonment rate.
Feed Optimization
Completely rewrote Titles and Descriptions in Merchant Center feed, adding brands, volumes, and key benefits. Changed 'Hair Mask' to 'Kérastase Resistance Hair Mask for Damaged Hair 200ml - Deep Repair'. This alone increased CTR by 40% as Google could now match products to specific search queries.
Budget Allocation
Created separate campaigns for 'bestsellers' and 'new arrivals'.
Remarketing
Launched dynamic remarketing targeting users who abandoned their cart.
“Fixing the technical foundation (data feed) and segmenting products by performance allowed doubling the budget while maintaining high ROAS. The key lesson: in e-commerce, 80% of success comes from proper data structure, not from budget increases. Many businesses try to solve performance issues by spending more, when the real problem is that advertising algorithms don't have quality data to work with.