The Challenge

Primabiotic wanted to significantly increase sales in the first half of 2025. This required not only a larger budget, but an account capable of spending that budget effectively.

Stage 1: Cleanup

After taking over the account, we did a thorough overhaul: optimizing keywords and negative keywords, adding missing ad copy and assets across all campaigns, and introducing a new naming convention. We prepared 580 graphics and 125 video assets that were missing from the campaigns.

Stage 2: Warming Up

The period between Christmas and New Year's, known as Q5, is often overlooked. That's a mistake, because impressions are noticeably cheaper then. The awareness campaign during this time had a CPM that was 45% lower than in other periods.

Stage 3: Culmination

In January and February, we launched a YouTube Masthead campaign, the platform's prime advertising space. It supported the launch of a new product with hyaluronic acid and generated significant spikes in brand and product searches on Google.

Stage 4: Sustaining Momentum

Reach without follow-up actions achieves very little. Engaged Masthead viewers became signals for Performance Max campaigns, which closed sales. Demand Gen and VRC campaigns maintained awareness, and the awareness-consideration-purchase funnel began operating as a cohesive whole.

In the brand campaign from March to June, the conversion rate increased by 30%, while the cost per conversion decreased by 28%.

The Result

In the first half of 2025, conversion value from Google Ads increased by 143% year-over-year. The budget was 153% higher, while ROAS remained at 862%, practically unchanged compared to 2024.