eCommercePremium SkincareUnited Kingdom

Chelleon

Premium skincare — Environ & Jane Iredale — £290,000+ total revenue at 1.78x average POAS

2+ year partnership (since Feb 2023)

About Chelleon

Chelleon is a family-run UK eCommerce brand specialising in premium skincare, primarily Environ and Jane Iredale product lines. The business is operated by Grant and his daughter Chelcie, selling through Shopify with Klaviyo powering their email marketing. The market is highly segmented by demographics, device, and time of day — requiring a precisely optimised Google Ads strategy to turn data into profit.

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1.78x

Average POAS (12 months)

2.22x (Black Friday 2025)

Peak POAS

£290,000+

Total tracked revenue

£90,000+

Klaviyo email revenue

Challenge

Standard revenue-based optimisation ignored the significant margin difference between product types — bundle packages and single products had drastically different profitability, yet smart bidding treated all conversions equally. The account lacked visibility into which demographic groups, devices, or hours of the day actually drove profit rather than just revenue. Without server-side tracking, the Google Ads algorithm was making decisions based on the wrong signals.

Strategy

Implementing ProfitMetrics server-side tracking replaced revenue optimisation with POAS (Profit on Ad Spend) optimisation — giving the algorithm accurate profitability signals for the first time. Deep demographic and behavioural analysis revealed that women aged 55-64 and 65+ deliver POAS of 2.12x and 2.18x respectively, that desktop converts 60% better than mobile (POAS 2.69x vs 1.68x), and that Thursday drives peak performance. Based on these insights, campaigns were restructured to prioritise bundle products, with Shopping campaigns organised at brand level for the Environ range. Bid adjustments for device, day of week, and hour of day were implemented methodically. In parallel, Klaviyo email synergy was built as a channel that amplifies Google Ads traffic — with returning visitors delivering 79% higher ROAS than new visitors.

ProfitMetrics POAS tracking

Server-side implementation replacing revenue-based tracking with actual per-order profit measurement. The bidding algorithm finally receives accurate signals — bundle products, which carry 50-100% higher margins than singles, now receive priority in optimisation.

Data-driven demographic targeting

Analysis of 12 months of data identified women 55+ as the most profitable segment (POAS 2.12x-2.18x). Desktop priority over mobile (POAS 2.69x vs 1.68x) and Thursday peak optimisation implemented as bid adjustments — measured insights, not assumptions.

Bundle-first Shopping strategy

Restructured Shopping campaigns prioritise bundle packages over single products, where margins are 50-100% higher. Brand-level campaign structure for the Environ product line ensures impression share control and precise bidding across the catalogue.