UltraLuxe, a brand built on clean ingredients and professional-grade results, sought to transition from stagnant growth to aggressive scaling in the highly competitive US skincare market. By restructuring their Google Ads ecosystem—moving from simple search queries to a complex mix of Performance Max, Video, and Smart Shopping —we transformed their digital presence into a high-efficiency revenue engine.
- Google ads
How UltraLuxe Achieved a 2.87x ROAS and $159K Revenue via Full-Funnel Google Ads Optimization
overview
1.7 Years
Duration
google Ads
Platform
United States
Market
The Challenge
The brand faced three core challenges:
High Customer Acquisition Costs (CAC) in a Saturated Market
The skincare niche is notoriously expensive on Google Ads. UltraLuxe was struggling with rising CPCs (Cost-Per-Click) that were eroding margins, making it difficult to scale without losing profitability on initial purchases.
Disjointed Multi-Channel Attribution
With spend spread across Search and Display, the brand lacked a unified strategy. Campaigns were competing against each other rather than working in synergy, leading to wasted spend and a lack of clarity on which creative assets actually drove “Brightening” or “Hydration” sales.
Scaling During Seasonal Promotions
The brand needed a system that could capitalize on high-intent periods (such as their Vitamin C 15% off promotion) without the performance “dip” typically seen when budgets are suddenly increased.
Strategy & Execution
A Three-Pillar Approach to Sustainable Growth
Performance Max (PMax) Integration & Asset Grouping
We migrated legacy Shopping campaigns into PMax, utilizing high-quality lifestyle imagery and video assets. By segmenting asset groups by skin concern (eg, Vitamin C for brightening vs. cleansers for hydration), we ensured that the AI served the most relevant creative to the right audience segment.
High-Intent “Solution-Based” Search Architecture
Instead of bidding only on expensive broad terms, we restructured Search campaigns to focus on “Problem/Solution” keywords. This captured users searching for specific remedies (eg, “best serum for skin brightening”), resulting in higher conversion rates and lower CPL.
Visual Retargeting via Video & Display
Recognizing that skincare is a visual and emotional purchase, we implemented a robust retargeting layer. Users who viewed the Vitamin C collection but didn’t buy were served YouTube bumper ads and Display banners highlighting the “15% Off” offer, creating an “omnipresent” brand feel.
Granular Feed Optimization for Smart Shopping
We optimized the Merchant Center feed by enriching product titles with key attributes (eg, “UltraLuxe Vitamin C Cleanser – 15% Off – Hydrating Formula”). This improved the quality score and ensured the products appeared in highly relevant “Smart Shopping” carousels.
Results
Total Revenue Generated: $159,000
Over the campaign period, the account delivered strong, scalable performance:
what made this work:
Strong contribution from retargeting and DPA campaigns, sustaining profitability during seasonal shifts
$55700
Total Ad Spend
$4.26
Total Revenue Generated
2.87x
Overall ROAS
$159,000
Cost Per Purchase
Most importantly, performance remained profitable without aggressive budget increases, proving the structure was sustainable.
Key Takeaways
Total Revenue Generated: $159,000
In the skincare niche, static ads aren’t enough. The inclusion of Video and high-quality “Before/After” style imagery in PMax was the primary driver of the scale.
While Google’s AI did the heavy lift, the success came from segmenting the data so the AI didn’t waste budget on low-margin products.
Relying on Search alone is no longer viable for E-commerce; a mix of Display and Video is essential to “warm up” the audience before the final conversion.
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