Beauty & skincare · EU
260% profit growth by scaling what was already working
One Performance Max campaign was treating every product the same. Splitting it in two, isolating brand search and opening a second market more than doubled spend and more than tripled net profit.
The situation
This beauty and skincare brand was running a single Performance Max campaign targeting the Netherlands and Belgium. It was generating sales, but the account made no distinction between products that converted well and products that were quietly burning budget. Everything competed for the same spend, so the algorithm never got a clear signal about what to push.
The year before, the account spent €8,912 and returned €14,571 in conversion value at a POAS of 1.63x. Net profit was €5,868. Not a broken account. But the structure was leaving a lot of growth on the table.
When every product is treated the same, the algorithm has no way to prioritise. You get average results across the board instead of exceptional results where it matters most.
What I did
Four changes, in this order. Each one had to prove itself before the next went in.
Split PMax into best sellers and the rest
Two separate Performance Max campaigns. One holding only the top converting products, one holding everything else. The best seller campaign took the majority of the budget increase. The second ran on a controlled budget purely to keep gathering data without bleeding spend.
Isolate brand traffic in Search
Brand search moved into its own campaign with a high target POAS. That stops branded terms being diluted by broader generic traffic, and it lets high intent, low cost branded clicks be budgeted and bid on separately instead of flattering the numbers elsewhere.
Open Germany on its own campaign
Rather than bolting Germany into the existing campaigns and muddying the signals, it got a standalone PMax. Learning and optimisation stay separate per market, and performance per country stays transparent instead of hiding inside a blended average.
Scale budget only where the data earned it
Total spend went from €8,912 to €20,013, a 124% increase. Because that money went specifically to proven performers, revenue grew 182% and net profit grew 260%. Efficiency improved while scaling, which is the part that usually breaks.
Worth being upfront about
Cost per conversion rose from €7.83 to €11.94 over the same period. That was expected and accepted. Conversion rate more than doubled, from 3.58% to 8.66%, and profit ratio moved from 39.7% to 51.4%, so the account was buying more expensive customers who were worth considerably more. Average order value roughly doubled over the same period, which is the mechanical reason a higher cost per conversion still paid. Judging this account on cost per conversion alone would have made a 260% profit increase look like a problem.
Year on year results
What made the difference
Spend doubled but profit tripled. That only happens when budget goes to the right places. Segmentation, brand isolation and market separation were the three changes that made it possible.
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