Client results

The US supplements market is one of the most aggressively competitive spaces in Google Ads — major brands with large budgets compete for the same keywords. Winning here requires structure, not just spend. We rebuilt the account around three complementary layers: advanced product feeds, segmented Shopping campaigns, and SKAG-based search coverage across thousands of keywords.

Product feeds were optimised with enriched attributes — accurate titles, detailed descriptions, correct categorisation, and custom labels to separate product tiers. Best-selling products got their own Standard Shopping campaigns with tighter budgets and higher bids. Mid-range products ran in separate campaigns calibrated for their own margin profiles. This stops high-volume bestsellers from cannibalising budget that mid-tier products need to be profitable.

Search campaigns were built with SKAGs across the full product catalogue — protein, creatine, pre-workout, vitamins, sports accessories and more — each keyword in its own ad group with its own bid and ad copy. At scale, this means thousands of individual keyword-level optimisations rather than broad match guesswork. The result is consistent top placement for the terms that convert.

Two Performance Max campaigns ran in parallel: one for cold audiences building new customer acquisition, one for remarketing to previous visitors and buyers. Separating these keeps the algorithm focused — acquisition and retention have fundamentally different signals, and mixing them produces average results for both. Growing ROAS from 9.43× to 11.27× while revenue climbs 54% is the measure of that separation working.

We restructured the account around product feed-based Performance Max campaigns, with a separate campaign per travel category. This lets the algorithm focus on selling one category's products to the right audience — rather than competing internally across unrelated destinations and trip types.

The segmented structure makes seasonal budget management straightforward: when summer travel peaks, beach and city break campaigns get more budget; winter campaigns shift to ski and holiday packages. Adjustments take minutes instead of a full account rebuild.

Throughout the scale-up — from €139K to €276K in spend — we kept ROAS above 21×. Most accounts see ROAS fall sharply when budget doubles. Holding it stable while growing revenue by 85% is the result of continuous bid strategy tuning and feed optimisation, not set-and-forget management.

Search campaigns were built using SKAGs — Single Keyword Ad Groups — where each keyword gets its own ad group with tightly matched ads and a dedicated bid. This gives us precise control over position: the clinic's ads appear at the top of Google search results for the treatments that matter, consistently, not just when the algorithm decides to show them.

On top of search, we run two separate Performance Max campaigns: one targeting cold audiences who haven't interacted with the clinic before, and one dedicated to remarketing — people who have already visited the site or engaged with the brand. Separating these gives each campaign a clear objective and stops the algorithm from mixing signals between very different audience temperatures.

The result is 25% more consultation bookings from just 6% more spend. Cost per booking dropped from €9.19 to €7.79. For a clinic where each consultation represents significant revenue potential, that efficiency improvement compounds quickly.

We built the search campaigns using SKAGs — Single Keyword Ad Groups — with broad keyword coverage across every service the company offers. Each service gets its own campaign so budget is never shared between unrelated services and Google's algorithm can learn independently for each. Within each campaign, individual keywords get their own ad groups, giving us bid-level control to keep ads at the top of search results for high-intent queries.

Keyword coverage was built out deliberately wide. Rather than targeting only the most obvious terms, we map out related search terms, question-based queries, and competitor-adjacent keywords — then layer in negatives to keep traffic clean. This is what drove the 10% click increase without a matching rise in wasted spend.

Alongside search, we run two Performance Max campaigns: one targeting cold audiences who have never visited the site, and one focused purely on remarketing — keeping the brand visible to people who have already shown intent. The separation ensures the remarketing campaign is not diluted by prospecting traffic, and vice versa.

The outcome: 29% more leads from just 13% more spend. Cost per lead dropped from €31.70 to €27.94. For a service business where each confirmed job has significant value, the compounding effect of lower cost per lead is substantial over a full year.