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HairPlus USA had a strong product lineup and loyal local clientele, but their online store was barely generating sales. We built a full-funnel Google Shopping and Performance Max strategy that drove 220% revenue growth, quadrupled their order volume, and turned HairPlus into a nationally recognized health and beauty brand.
HairPlus USA had a proven product range — hair growth supplements, scalp treatments, and professional-grade tools with genuine repeat customers. But their online store was an afterthought: minimal traffic, poor product feed quality, and no paid acquisition strategy. They were leaving an enormous eCommerce opportunity untouched.
eCommerce success requires patience in the data phase and aggression in the scaling phase. We executed both with precision.
Audited and rebuilt the entire product feed in Google Merchant Center. Fixed 47 disapproved products, added missing GTINs and MPNs, rewrote all product titles to follow Shopping best practices (Brand + Product Type + Key Attributes), and corrected product category mappings. Feed health score went from 38% to 94% in 3 weeks. Launched initial Standard Shopping campaigns with manual CPC to begin collecting conversion data.
Built 3 Shopping campaigns segmented by product margin tier: Premium Supplements (high margin, aggressive bids), Scalp Treatment Kits (medium margin, balanced), and Hair Tools (lower margin, ROAS-focused). Worked with HairPlus to add customer review widgets, ingredient benefit sections, and prominent "Free shipping over $50" banners. Average session duration increased 40%. First significant sales spike in Week 6.
Launched Dynamic Remarketing showing users the exact products they viewed — across Google Display, Gmail, and YouTube. Configured RLSA bid adjustments: +40% for cart abandoners, +20% for product page visitors, +15% for past purchasers (for cross-sell). Cart abandonment recovery alone added 18 incremental orders in Month 3 at a $6.20 cost per recovered sale. Average order value started climbing as bundle suggestions drove larger carts.
With 90 days of conversion data and strong product feed health, launched Performance Max campaigns across all Google channels. Built 4 asset groups: Hair Growth (supplements focus), Scalp Health, Professional Tools, and Bundle Deals. Audience signals based on: past purchasers, website visitors, and custom intent audiences from hair loss forum readers and beauty publication subscribers. PMax unlocked YouTube and Discover placements — brand reach expanded significantly.
Transitioned Shopping campaigns from manual CPC to Target ROAS bidding with an aggressive 6x target. Launched a "Complete Your Routine" bundle campaign featuring curated product pairings with 15% bundle discounts — average order value jumped from $38 to $67 within 6 weeks. Monthly revenue crossed $45,000 for the first time. Scaled the winning PMax asset groups and paused underperforming product types.
Built Customer Match lists from HairPlus's email database (4,200 contacts) and launched dedicated campaigns targeting past buyers with replenishment reminders timed to product cycle lengths (30/60/90 days). Created seasonal campaign overlays for summer hair care and back-to-school audiences. Final month revenue hit $58,000 — a 220% increase from the $18,000 baseline. ROAS settled at 8.2x across all campaigns.
The growth curve was steep and consistent — a sign of compounding optimizations, not one-off spikes. By Month 6, HairPlus was operating a profitable, scalable national eCommerce engine.
| Metric | Before (Baseline) | After (Month 6) | Change |
|---|---|---|---|
| Monthly Revenue | $18,000 | $58,000 | +222% ↑ |
| Monthly Orders | 12 | 49 | +308% ↑ |
| Avg. Order Value | $38.00 | $67.00 | +76% ↑ |
| Return on Ad Spend (ROAS) | 0.6x (losing) | 8.2x | 13.7x improvement |
| Cost Per Order | $28.50 | $10.00 | −65% ↓ |
| Merchant Center Feed Health | 38% | 94% | +147% ↑ |
| Shopping Impression Share | 12% | 58% | +383% ↑ |
| Active Ad Channels | 0 | 5 (Search, Shopping, Display, YouTube, PMax) | Full Funnel ↑ |
| Cart Abandonment Recovery | None | 18+ orders/mo at $6.20 CPO | New Revenue Stream |
eCommerce success at scale requires presence across the entire buyer journey. We activated every relevant Google channel and optimized each for its specific role in the funnel.
No shortcuts — just a methodical, channel-by-channel build that compounded every month into a high-performing eCommerce machine.
Fixed 47 disapproved products, rewrote all titles following Google's Shopping best practices, added missing GTINs, and corrected category mappings. Feed health score jumped from 38% to 94% — the foundation everything else was built on.
Segmented Shopping campaigns by product profitability: aggressive bids on high-margin supplements, efficiency-focused ROAS targets on lower-margin tools. This meant budget always flowed toward the products that returned the most profit per ad dollar.
Dynamic Remarketing showing exact abandoned products — combined with RLSA bid boosts of +40% for cart abandoners — recovered 18+ orders per month at just $6.20 per recovered sale. Pure incremental revenue with minimal spend.
Launched a "Complete Your Routine" bundle campaign with curated product pairings and 15% bundle discounts. Average order value grew from $38 to $67 — a $29 increase that compounded across every order placed, dramatically improving overall campaign efficiency.
Built 4 PMax asset groups with custom audience signals from past purchasers, hair loss forum readers, and beauty publication subscribers. PMax unlocked YouTube, Discover, and Gmail placements — expanding reach far beyond Shopping alone.
Used Customer Match (4,200 email contacts) to send timed replenishment ads to past buyers at the 30, 60, and 90-day marks — matching each product's natural usage cycle. Repeat purchase rate increased 34% by Month 6.
Whether you're just starting Google Shopping or ready to scale with Performance Max — we build eCommerce campaigns that grow month over month. Let's talk.
This credit comes from Google for new ad accounts, not from us. As a Google Premier Partner, we set it up for you, free.
