How Kadura Beauty Achieved 5.8x ROAS with Strategic Google Ads Campaigns

The Challenge

Kadura Beauty is an Australian skincare and beauty brand offering premium products through their e-commerce store. Despite having exceptional products and a loyal customer base, their Google Ads campaigns were underperforming—high costs, low conversions, and a ROAS barely breaking even at 1.2x.

Key challenges included:

Our Strategy

We implemented a comprehensive Google Ads restructure focused on maximising ROAS while scaling revenue:

1. Shopping Campaign Overhaul

We restructured their Google Shopping campaigns using a tiered priority system, separating hero products from catalogue items. Custom labels allowed us to bid aggressively on bestsellers while maintaining efficiency on long-tail products.

2. Performance Max Integration

We launched Performance Max campaigns with carefully curated asset groups, targeting high-intent audiences across Search, Display, YouTube, and Discover. Machine learning optimisation combined with our strategic inputs drove exceptional results.

3. Dynamic Remarketing Funnel

We built a sophisticated remarketing funnel targeting cart abandoners, product viewers, and past purchasers with tailored messaging and offers. This recovered significant revenue that was previously being lost.

4. Search Campaign Refinement

We implemented a tight keyword strategy focusing on high-commercial-intent terms, added extensive negative keyword lists, and created compelling ad copy that highlighted Kadura's unique value propositions.

The Results

Within 4 months, Kadura Beauty's Google Ads performance was transformed:

The campaign success allowed Kadura to confidently scale their ad budget, knowing every dollar invested would generate nearly $6 in revenue.