Chelsey Jean
- Client
- Chelsey Jean
- Role
- Google Ads / SEO
- Year
- 2024
- Scope
- Google Ads / SEO / Ecommerce
The problem
A health and wellness brand in Australia selling pneumatic lymphatic drainage systems on its own WooCommerce store. The Google Ads account was running on a $50 a day budget at a $25 cost per acquisition, which left very little room to grow, and the budget was too tight to bid on everything at once.
The approach
Audit first, to find what was actually broken rather than guess. Then conversion tracking rebuilt so the numbers could be trusted, keywords researched and grouped by intent, audiences segmented, and the campaigns restructured around that rather than around the old account's history.
The work
A top of funnel campaign to reach people who did not know the brand, then Search targeted to the locations already sending traffic. Keywords run on phrase and broad for testing, grouped by intent, with the brand's own terms added as negatives so the campaigns did not cannibalise them. Shopping set up across the catalogue with product titles and images rewritten to stand out, wholesale and sale items excluded, and a separate feed per category tested weekly. Products organised into categories so the campaign structure followed the traffic, with page keywords worked back into each product page for search relevance. A branded responsive search ad on top of existing demand. Audiences segmented by source and by recency, from all visitors down to cart and checkout in the last 30 and 90 days. A/B testing on headlines, descriptions, URLs, images and landing pages.
The result
An average 10x return on ad spend per week, with cost per acquisition down from $25 to $8. The brand went on to average $900 in daily sales, 34% of it attributed to Google Ads.
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