The exclusive Ukrainian distributor for Italian + French professional beauty brands ran a single Performance Max campaign with no segmentation. We rebuilt the account into 15-20 active campaigns segmented by product type + interest, layered remarketing and video — leads grew 7× while the budget grew only 5×, and ROAS climbed from 425% to 625%.
An online store offering professional equipment + cosmetics for hair, face, and body. Exclusive Ukrainian distributor for Italian and French brands. Strong supply position, growing demand, paid ads under-built.
Google Ads was managed in-house alongside SMM and social targeting — a single Performance Max campaign with no segmentation by product type or interest. They came to Redefine Web for structural Google Ads work while keeping the in-house team on social.
One Performance Max campaign was handling every product type, every audience, every season. There was no product-type splitting, no interest-based targeting, no remarketing, no display or video supporting search. The account couldn't tell which products were profitable and which were dragging.
Scalability was capped — adding budget produced diminishing returns because spend distribution was untunable.
We revamped the campaign structure — single PMax replaced with 15-20 active campaigns segmented by product type. Remarketing campaigns added. Separate display and video campaigns targeting beauty-interest audiences layered for awareness.
Over three years of continuous optimization, the marketing budget grew 5× while leads grew 7× — meaning each new dollar bought more leads than the dollar before it. ROAS climbed from 425% to 625% over the same window.
Rebuilt structure for product-type and interest-level visibility, killing single-campaign averaging.
Hair, face, body, equipment, and consumables each on their own segment with their own targets.
Dedicated remarketing campaigns capturing the visitors PMax was previously losing.
Upper-funnel awareness layer feeding search-intent and remarketing at the lower funnel.
Seasonal tuning + competitive monitoring keeping ROAS climbing as spend scaled.
Across three years, the account scaled from a single under-performing PMax campaign to a tuned 15-20 campaign portfolio — leads 7×, budget 5×, ROAS climbing 200 percentage points.
Whatever your stage. Exploring, evaluating, or ready to move. We meet you there. No pressure, no slide-deck theater.