Driving Beauty Brand Growth with Paid Search & Social

Maximizing ROAS and Conversions for a Beauty Brand Using Paid Search and Social Media Ads

64% increase in ROAS
26% growth in conversion value

Objectives

Optimize and scale ads
Boost new user acquisition
Strengthen brand presence

Industry

Technology

About the Client

ILNP is a Las Vegas-based artisan nail polish brand known for redefining what nail color can be. For over a decade, ILNP has been formulating an expansive lineup of ultra-premium polishes, each crafted with a signature blend of creativity, precision, and aesthetic innovation. From holographic finishes to multidimensional shimmers, their polishes are celebrated by nail enthusiasts around the world for their unique depth and exceptional quality.

Every aspect of the process, from product design and formulation to small-batch manufacturing, packaging, and global shipping, is handled in-house at their Las Vegas facility.

Challenges

Eager to expand its market presence and attract new customers, the client faced some challenges, namely:

High competition. The saturated beauty market posed a significant challenge in standing out and attracting new customers.
Growth stagnation. Existing ad strategies were no longer effective and required a fresh approach.
Low AOV (average order value). Low transaction amounts made it hard to sustain profitability from paid ads aimed at new customers.
Extended consideration period. The gap between initial engagement and purchase was too wide, leading to drop-offs in the sales funnel.
Oversaturation of remarketing tactics: Disproportionately high investment in remarketing tactics led to low incremental value and a high share of view-through-attributed conversions.

Solution

Campaign strategy

Google and Meta accounts restructure
Active new customer acquisition
Research and creative strategy
CPC optimization
Google Merchant Center enhancements

Our Google and Meta ads experts teamed up to help the client overcome challenges that were holding them back from reaching their business goals as well as executed a series of key improvements.

For Google Ads, we lowered the CPC of branded campaigns by 30% by implementing a portfolio bidding strategy, fine-tuning campaign targeting, and optimizing keyword segmentation.

At the same time, we increased the share of non-branded campaigns from 5% to 37% by launching new non-branded Performance Max and Standard Shopping campaigns, which helped the brand attract a broader audience.

To further enhance results, we introduced a series of Google Merchant Center improvements. Specifically, we integrated Google Customer Reviews to empower the client to build greater trust with their customers, optimized product listings with detailed titles and GTINs, and tested new product images for better visibility. All of these efforts led to a major win: the client’s store quality score jumped from poor to exceptional, which substantially improved ad ranking and conversion potential.

Most importantly, we identified the most effective account strategy by testing different Google Ads campaign structures and refined the approach based on performance insights.

On the Meta Ads side, our team developed separate campaigns for new users, engaged audiences, and existing customers to make sure that each segment received highly relevant messaging. To drive customer acquisition, we shifted more budget from retargeting to prospecting campaigns.

Our experts also ran A/B tests to refine creative assets and audience targeting, analyzed top-performing historical ads, and conducted in-depth market research to understand customer needs and pain points.

Using these insights, we built a more refined creative strategy and, together with our internal design team, we produced new ads with stronger messaging, which translated into higher engagement and better conversion rates.

Moreover, to remove inflated performance metrics caused by view-through conversions, we switched to a more accurate attribution model, replacing the 7-day click + 1-day view approach with a 7-day click only model.

Additionally, we introduced a controlled budget reduction strategy for remarketing. This strategy has helped the client refresh the audience pool, improve engagement, and reduce wasted ad spend, all while increasing overall campaign efficiency.