In a crowded market, This Brand needed to do more than just sell products, they needed to foster a community and a conversation. Our project focused on transforming their digital storefront from a static catalogue into a dynamic platform that empowered customer voices and broke down barriers to discovery and purchase.
We aimed to create a seamless, intuitive, and visually stunning user experience that not only drove sales but also cultivated brand loyalty and organic growth.
This Brand offers a focused yet versatile product lineup that’s easy to navigate. The core of the range lies in hair care, with shampoos, conditioners, masks, leave-in treatments, styling creams, texturisers, and heat protectants, all tailored for different hair needs such as dryness, damage, fineness, or curls.
Alongside its hair range, the brand also includes a small but growing selection of body care products like washes and lotions, continuing to expand its presence in this space. For convenience, many of bestselling items are available in travel sizes, ideal for on the go use or trial. The brand also offers curated gift packs, often themed around seasons or promotions, that serve as great value options for gifting or trying multiple products at once.
Before the transformation, This Brand faced several performance and growth hurdles across its digital advertising efforts, particularly within Google Ads. Their Return on Ad Spend (ROAS) hovered around 2.5, which meant that for every dollar spent, the return was minimal, especially after factoring in product costs and operational overheads. Whenever the brand attempted to scale by increasing ad budgets, performance became highly unstable, often resulting in inconsistent delivery and month over month losses.
The brand was also operating in a highly competitive market, going head-to-head with larger, better funded competitors for visibility on Google Shopping and Search. Due to a limited budget and under-optimised ad creatives, This Brand was often pushed out of top placements, making it difficult to gain traction, especially in shopping ads, where they struggled to appear in premium positions.
Cost efficiency was another major issue. With cost per click (CPC) averaging between A$2, A$3, the brand was paying a premium for traffic without seeing proportional returns. At the same time, conversion rates were under 1%, which pointed to friction in the user journey and low on-site engagement.
Additionally, customer retention was low, with minimal repeat purchases. This meant that the brand was heavily reliant on acquiring new customers, often at a loss, without maximising lifetime value. The lack of loyalty and recurring revenue made the business model more fragile and heavily dependent on constant ad spend to drive short term results.
Since making recent changes to the Google Ads account, performance and profitability have improved dramatically. Revenue has jumped from just over $110,000 to more than $815,000, proving that ads are now reaching the right audience and converting effectively.
Return on ad spend (ROAS) has surged from around 2–2.5 to over 15, delivering far greater value for every advertising dollar spent. Although ad spend increased from $20,000 to nearly $58,000, revenue growth has far outpaced costs, creating a healthier, scalable approach.
Purchases through ads rose sharply from about 1,500 to over 10,000, highlighting stronger alignment between ads and customer needs. Conversion rates improved by nearly 75 percent, showing a smoother, more effective customer journey.
At the same time, the average cost per click dropped to $0.65, lowering traffic costs while boosting efficiency. These results confirm that advertising efforts are more effective, ROI is significantly stronger, and the brand is now positioned for sustainable growth and long-term online success.
By identifying and addressing core issues in This Brand’s PPC strategy from feed optimisation to remarketing, we were able to drive measurable improvements in reach, engagement, and ROI. Through a more strategic use of Google Ads tools and a user centric approach to both ads and landing pages, the brand is now positioned to scale their digital presence more effectively and sustainably
