How Ethical Beauty Brand Tuesday in Love Increased Revenue 208% with Google

Tuesday in Love is a direct-to-consumer beauty brand specializing in halal-certified, vegan, and cruelty-free nail products. The brand offers premium gel polishes and nail care essentials to customers seeking ethical, high-quality alternatives.

Operating as a single-brand owner within Beauty & Personal Care, Tuesday in Love serves a growing international audience. Demand is influenced by meaningful seasonal peaks, particularly during Ramadan and Q4 gifting periods, requiring disciplined performance management to balance growth and profitability.

The Challenge

Tuesday in Love had strong brand differentiation and increasing demand, but its Google Ads structure lacked consistency and clean measurement. Conversion tracking inconsistencies limited visibility into performance, making it difficult to scale confidently or set reliable Return on Ad Spend (ROAS) targets.

At the same time, seasonality created predictable demand spikes. Ramadan and Q4 required deliberate budget alignment to maximize high-intent demand without sacrificing efficiency during lower-volume months.

The brand’s objective was clear: drive meaningful sales growth while maintaining control over efficiency and protecting profitability. Growth needed to be scalable and sustainable, not reactive.

Why Quartile

The brand did not need incremental optimizations. It needed structural discipline.

Quartile focused first on measurement integrity and campaign architecture. By clarifying campaign roles across the funnel and aligning ROAS targets by intent, Quartile created a framework where profitability and scale could coexist.

This structured foundation enabled Google to evolve from a traffic source into a predictable growth engine. Automation was applied strategically, supported by clean data and deliberate seasonal planning.

The Solution

Quartile began by resolving conversion tracking inconsistencies to establish accurate performance signals. Clean measurement ensured bidding strategies and ROAS targets were grounded in reliable data.

Next, campaigns across Google Search and Performance Max were restructured according to funnel intent. Branded and lower-funnel campaigns were optimized to protect efficiency and capture high-intent demand. Performance Max campaigns supported incremental demand capture and international expansion.

Product feed structure was optimized to improve signal quality and enhance automation performance. Stronger feed inputs enabled Google’s machine learning to match products more effectively to relevant queries.

Budgets were then aligned to seasonal demand cycles. During Ramadan and Q4, campaigns were positioned to capitalize on high-intent volume. During lower-demand periods, efficiency guardrails preserved profitability while sustaining consistent growth.

The strategy prioritized traffic quality as much as volume—ensuring growth translated into measurable business impact.

Results & Impact

Comparing March 1–December 31, 2025 to the same period in 2024, the strategy delivered substantial improvements across growth, engagement, and conversion metrics:

• 208% year-over-year increase in total revenue

• 140% increase in key conversion events

• 45% increase in total sessions

• 59% increase in engaged sessions

• 66% increase in session key event rate

• 26% increase in average engagement time per session

• 57% increase in total event count

Engagement rate improved and traffic quality strengthened alongside scale. The increase in session key event rate confirms that growth was not driven by inflated traffic volume alone—it was driven by higher-intent users converting at greater efficiency.

Google became a primary revenue driver rather than a supporting channel, delivering both scalable growth and measurable improvements in performance quality.

Ongoing Value & Future State

With a structured Google foundation in place, Tuesday in Love can now approach seasonal peaks with confidence and expand internationally without sacrificing efficiency.

Quartile continues to refine campaign architecture, optimize feed quality, and align budgets to demand cycles—ensuring sustained, profitable growth as the brand scales across priority markets.