Improving Conversions, CVR
and Reducing CPA using PMAX

About Supplement Brand  

In the ever-changing health and wellness industry, a prestigious health and supplement brand has emerged, committed to providing high-quality, innovative products to support various aspects of personal health. With a focus on harnessing the power of natural ingredients, this brand provides a diverse range of supplements to meet a variety of needs, including boosting energy and cognitive function, as well as improving skin health and immunity. Their dedication to transparency, scientific research, and customer satisfaction has established them as a reputable brand among health-conscious consumers looking for effective and convenient wellness options.

The Goal

The campaign’s primary goal was to use Google Ads Performance Max to achieve significant improvements in key performance metrics. Specifically, the goal was to increase conversions, improve overall conversion rate, and lower cost per purchase. We aimed to optimise ad performance across multiple Google properties by leveraging Performance Max’s AI-driven automation and cross-channel capabilities, ensuring that every marketing pound spent delivered the highest possible return on ad spend. Our approach centred on delivering relevant, high-performing ads to the right audience at the right time, with the ultimate goal of increasing sales while remaining cost-effective.

What We Did

To begin the campaign, we thoroughly reviewed the client’s Google Ads account, ensuring that all tracking and conversion actions were correctly configured for accurate performance measurement. Next, we checked the client’s Merchant Centre to make sure the product data was optimised for Google’s advertising ecosystem. We then conducted extensive keyword and competitor research to help shape our strategy and identify high-value opportunities. With this information in hand, we updated the Performance Max campaign by fine-tuning headlines, long headlines, and descriptions, as well as adding new assets and videos to increase advertising appeal. To improve targeting precision, we developed new category-specific campaigns, each with tailored messaging to promote a different product category.

Within the Performance Max campaign, we created three distinct asset groups: one for web visitors, another for user interests and a custom list of search terms, and a third for competitors with a custom list. This strategic segmentation allowed us to reach a larger, more relevant audience while optimising campaign performance at all levels.

The Results

Goal 1: Increase Purchases

In the first three months of managing the account, we saw a staggering 121% increase in purchases. This significant growth was driven by strategic campaign optimisation, which included refined targeting, improved ad creatives, and effective use of Performance Max’s automation. By constantly analysing performance and adjusting the strategy, we were able to capture more conversions, significantly increasing sales and demonstrating the efficacy of the changes we made.

Goal 2: Improve Conversion Rate

We successfully increased the conversion rate (CVR) from 3.98% to 6.36%. This increase was the result of improving the relevance of our ads, optimising landing page experiences, and utilising Performance Max’s cross-channel capabilities to reach the right audience at the right time. By constantly fine-tuning asset groups and messaging, we were able to provide users with a more personalised and engaging experience, resulting in higher conversion rates throughout the campaign.

Goal 3: Reduce Cost Per Conversion

One of our primary goals was to reduce the cost per conversion, which we accomplished by lowering it from £18.33 to £10.79. This cost reduction was achieved through more efficient budget allocation, improved targeting, and the implementation of automated bidding strategies within Performance Max. As we optimised the campaign based on performance data, we were able to achieve higher conversion volumes at a significantly lower cost, ultimately increasing the campaign’s overall return on investment.

 We Can Help You

In just three months of managing this account, we achieved outstanding results, including a 121% increase in purchases and a significant increase in conversion rate from 3.98% to 6.36%. In addition, we successfully reduced the cost per conversion from £18.33 to £10.79, demonstrating our ability to optimise performance and drive profitable growth.

As a Google-partnered e-commerce agency, we specialise in helping brands reach their objectives through tailored paid advertising strategies. Our data-driven approach and tailored action plans are intended to help businesses scale and generate a healthy, profitable return on ad spend (ROAS).

Are you prepared to take your brand to the next level? Let’s work together to develop a strategy that produces results and transforms your business’s success.