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. We disabled auto-recommendations, regrouped Shopping + Performance Max, killed unprofitable campaigns, and hit target ROAS by month 2 — then pushed it to 800% by month 4. Leads up 247% while staying within margin.
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%+.
The account had drifted. Google's auto-recommendations had been silently accepted, broad-match keywords had crept in, Shopping and Performance Max campaigns weren't segmented, and weak campaigns were burning budget undetected.
Scalability is constrained by the omnichannel mix — the brand also operates offline stores, retail chains, and aggregator platforms — so every paid dollar has to deliver attributable, profitable return rather than chasing top-line volume.
We disabled the auto-recommendations and removed broad-match keywords from search campaigns (exact + phrase only). Google Standard Shopping and Performance Max were regrouped around margin tiers. Weak spots were identified and unprofitable campaigns shut down rather than "optimized".
Target ROAS of 400% was hit by month 2. By month 4, ROAS reached 800%. Leads scaled 247% on a stable budget. We continually monitor performance against the omnichannel sales mix to ensure scalability decisions don't cannibalize offline or retail-channel revenue.
Stopped the silent acceptance of margin-eroding recommended changes.
Removed broad-match keywords that were burning budget on irrelevant traffic.
Segmented around margin tiers rather than the prior catch-all structure.
Identified unprofitable campaigns and closed them rather than burning more spend on rescue attempts.
Every scale decision checked against offline + retail + aggregator revenue to avoid channel cannibalization.
A 10-year brand whose paid program had silently slipped into the red was profitable again by month 2 and at 800% ROAS by month 4 — with leads up 247% and every dollar tied to attributable return.
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