Generated B2B leads for a Ukraine cosmetics manufacturer
A 10-year natural cosmetics manufacturer (body / face / hair) had seen ROAS collapse from 500%+ to 230% after three months of unattended in-house Google Ads.
A 10-year natural cosmetics manufacturer selling body, face, and hair products, strong omnichannel presence, paid ads
A natural cosmetics manufacturer with 10+ years of presence, selling body, face, and hair products through ecommerce, offline stores, retail chains, and aggregator platforms.
Google Ads had been managed in-house and ran cleanly at 500%+ ROAS for years. Then a brief pause, an unattended restart, and three months later ROAS had collapsed to 230%. They came to Redefine Web to recover the account and rebuild a sustainable target of 400%+.
ROAS collapsed from 500%+ to 230% under auto-recommendations + unattended
Manufacturer, not a retailer
A cosmetics manufacturer needed B2B distributor and retailer leads, not direct consumer purchases.
Small paid budget to prove
Founders wanted evidence a paid channel could produce qualified leads before scaling the investment.
Cross-border demand tests
Interest had to be tested in nearby markets to see where the product story would land hardest.
Strip the noise. Regroup the structure. Monitor every dollar.
Disabled Google auto-recommendations
Stopped the silent acceptance of margin-eroding recommended changes.
Exact + phrase match only
Removed broad-match keywords that were burning budget on irrelevant traffic.
Shopping + PMax regrouped
Segmented around margin tiers rather than the prior catch-all structure.
Weak campaigns shut, not patched
Identified unprofitable campaigns and closed them rather than burning more spend on rescue attempts.
Omnichannel-aware monitoring
Every scale decision checked against offline + retail + aggregator revenue to avoid channel cannibalization.
Program action
Standing workstream inside the engagement.
What the numbers show
A 10-year brand whose paid program had silently slipped into the red was profitable again by month 2 and at 800% ROAS
ROAS recovered from 230% to 800% over four months through structural Google Ads rebuild.
Monthly lead volume grew 247% on a stable budget as wasted spend was redirected to profitable segments.
Target ROAS of 400%+ hit by the second month of engagement, then doubled by month four.
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