💄 Scaling a ₹25 Lakh Google Ads Account for a Cosmetics Brand: A Deep Dive by ROI Magnet
- Sanket Padekar
- Apr 2
- 3 min read
Updated: Apr 3
In today’s highly competitive D2C landscape, scaling profitably on Google Ads is no longer a luxury — it’s a necessity. At ROI Magnet, we recently scaled a cosmetics brand’s Google Ads account to a total ad spend of ₹25 lakhs over three months, achieving a healthy 3.66 ROAS.
This blog post breaks down exactly how we did it — from budget allocation and campaign strategy to performance tweaks and feed optimization.
📊 The Account Snapshot
Client Type: D2C Cosmetics Brand
Ad Spend (Oct–Dec): ₹25,00,000
Orders Generated: 12,000+ (with 5–8% overlap from Meta)
ROAS Achieved: 3.66
Platform: Shopify
Channels Used: Google Ads, Meta Ads
🎯 Step 1: Smart Budget Allocation Between Google & Meta
Most D2C brands typically allocate 60–80% of their ad spend to Meta and the remaining 20–40% to Google. For this particular brand, we started with a detailed audit to assess where the money should flow, based on category, margins, past performance, and scale readiness.
✅ Takeaway: Budget rationalization is the first step before launching or scaling campaigns.
🚀 Step 2: Campaign Strategy — Beyond Just PMax
Here’s a breakdown of the campaign types we used and what made them perform:
1. Performance Max (PMax) Campaigns
We didn’t just launch one and forget it. We created multiple PMax campaigns, segmented by product category, performance tier, and even profitability.
Key Focus: Feed optimization, creative testing, and category-based asset grouping.
Result: Consistent conversions at scale with respectable ROAS.
2. Brand Search Campaigns
With a whopping 8X ROAS, our brand keyword strategy involved:
Exact and phrase match brand terms.
RLSA (Remarketing Lists for Search Ads) integration.
Defense against competitors bidding on brand keywords.
🛑 Pro Tip: Not bidding on your own brand? You’re losing both data and customers.
3. YouTube Ads for Remarketing
YouTube is often underestimated in performance campaigns. Our YouTube remarketing campaigns, targeted at past site visitors, delivered a surprising 3.5 ROAS with an average CPC of just ₹3.50.
Used for: Awareness, retargeting, and subscriber growth.
Bonus: Helped build custom retargeting audiences across platforms.
🔍 Step 3: Feed Optimization & Merchant Center Setup
For PMax campaigns to truly perform, your product feed must be flawless.
We ensured:
Titles and descriptions were keyword-rich.
All attributes were complete and accurate.
Regular feed updates and syncs were scheduled.
Google Merchant Center was optimized continuously.
📦 Step 4: Tracking & Attribution Hygiene
One of the biggest mistakes we see in ad accounts is poor conversion setup. Here's what we fixed:
Primary & secondary goals clearly defined.
Dynamic remarketing code enabled (especially crucial for Shopify).
GA4 & Google Search Console fully integrated.
RLSA segments built from GA4 to refine targeting.
💡 Final Thoughts
This case study is proof that Google Ads can scale beautifully for D2C brands when:
Campaigns are structured with intention.
Budgets are wisely allocated.
Data, not assumptions, drive decisions.
Your feed and tech stack are in sync.
With a dedicated Google Ads team, 10+ years of performance marketing experience, and category-wise execution playbooks, ROI Magnet is ready to help brands like yours scale profitably.
🚀 Ready to Scale Your Brand?
If you're spending more than ₹2–3 lakhs/month on ads and aren’t satisfied with your results, it might be time to audit your ad account. Let our team show you how we can:
Optimize your Google Ads
Reduce CAC
Scale ROAS across Meta, Google, Amazon & more
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