How a Beauty Brand Increased Conversions by 109% on Google

This beauty brand operates across skincare and mineral cosmetics, offering Dead Sea mineral-based treatments alongside clean complexion products. The portfolio includes mud masks, Manuka honey creams, aloe vera treatments, and mineral-based powders designed for sensitive skin. The brand sells through both Amazon and a direct-to-consumer Shopify channel, targeting health-conscious consumers seeking accessible premium formulations.

The Challenge

The account was generating revenue—but lacked efficiency and scalability.

During Q3, performance was constrained by weak conversion fundamentals. Return on Ad Spend (ROAS) was low, while Advertising Cost of Sale (ACOS) remained elevated. Most critically, conversion rate was below 1%, signaling a clear disconnect between traffic and purchase intent.  

Despite relatively low cost per click and stable click-through rate, traffic was not converting efficiently. This pointed to deeper issues across campaign structure, product prioritization, and creative execution.

Budget allocation further limited performance. Performance Max absorbed a large share of spend but was not structured to drive profitable growth. At the same time, heavy reliance on branded search created internal hesitation around scaling due to concerns about incremental value and potential organic cannibalization.

Creative quality added another constraint. Video assets were outdated, misaligned with the brand’s premium positioning, and in some cases lacked captions—reducing engagement and weakening traffic quality.

Without restructuring, additional investment would have amplified inefficiency rather than drive meaningful growth.

Why Quartile

The brand needed a structural reset—not incremental optimization.

Quartile focused on improving the inputs that drive performance: traffic quality, campaign roles, and conversion alignment. By introducing a disciplined framework, Quartile ensured that each campaign had a clear role in the funnel and contributed to measurable outcomes.

This approach enabled the brand to regain control of efficiency while building a foundation for scalable growth.

The Solution

Quartile executed a full Google rebuild centered on conversion-led growth.

Campaign roles were clearly defined. Performance Max was repositioned as the primary acquisition driver, while Search campaigns focused on high-intent capture and brand protection. Branded terms were isolated into dedicated campaigns with controlled budgets, addressing cannibalization concerns while maintaining coverage.

Performance Max was restructured with tighter segmentation by product category and asset groups. Lower-performing SKUs were removed, concentrating investment behind hero products across skincare and cosmetics lines to improve signal quality and conversion probability.

Creative was overhauled to align with the brand’s premium positioning. Outdated videos were replaced, captions were added, and visual presentation was improved to strengthen engagement and attract higher-quality traffic.

Operational issues—including ad disapprovals and legacy setup constraints—were resolved to stabilize delivery and enable consistent optimization.

This transformation improved both the quality of traffic entering the funnel and the system’s ability to scale effectively.

Results & Impact

Following the rebuild, performance improved across both scale and efficiency:

• Ad-attributed revenue increased by 44% quarter-over-quarter  

• Conversions increased by 109%, reflecting stronger funnel performance  

• Conversion rate improved by 17%, indicating better alignment between traffic and purchase intent  

• Return on Ad Spend (ROAS) improved by 4%, demonstrating more efficient returns  

• Advertising Cost of Sale (ACOS) improved by 4%, reinforcing stronger cost control  

• Cost per click decreased, further improving acquisition efficiency  

These results show that improving traffic quality and campaign structure—not just increasing spend—drives sustainable growth.

Ongoing Value & Future State

With a stable and scalable Google foundation in place, the brand is now positioned to continue growing through acquisition.

Quartile continues to refine Performance Max segmentation, expand creative testing, and optimize Search strategy—ensuring ongoing efficiency while capturing incremental demand.