eCommercePremium skincareUnited Kingdom

UK premium skincare eCommerce brand

Premium skincare - 1.78x average POAS over 12 months

2+ year partnership

About the client

A UK eCommerce brand in premium skincare, selling through its own online store, mainly to the British market. I have run the account for more than two years.

1.78x

Average POAS (12 months)

2+ years

Partnership

Challenge

Margins across the catalogue vary a lot: bundles earn far more than single products. When revenue is the bidding signal, the algorithm values a low-margin order the same as a high-margin one. After a strong holiday season, profitability fell for several months in a row, and there was no single cause: the remarketing that feeds branded search was technically broken, one product category sat below break-even month after month, and a new-market test produced zero conversions.

Strategy

I stopped the leaks first and only then looked for growth. I ran a full account audit and a 120-day analysis of returning visitors. Bidding runs on gross profit per order (POAS), not revenue. I paused the new-market test, cut the unprofitable category down to its best sellers, and gave bundles priority in the budget. I did not split campaigns by audience, because each would get too little data. Instead, a product-level Shopping structure bids higher for returning customers than for new ones.

Stabilisation: stopping the leaks

A full account audit surfaced a group of campaigns that kept falling below break-even. I paused the new-market test that had produced zero conversions and cut the unprofitable category down to its best sellers.

Efficiency: profit as the signal

Bidding runs on gross profit per order, not revenue. Bundles carry a higher margin than single products, so they get priority in the budget.

Efficiency: returning customers as the base

A 120-day analysis showed returning visitors deliver a much higher return than the account average. The product-level Shopping structure bids higher for them than for new customers, and new audiences still matter because that is where future returning customers come from.