01
THE SITUATION
A Skin Care Brand With Wasted Spend and Inconsistent Results
Our objective is simple: make search marketing accessible to all entrepreneurs and SMEs by offering affordable, high-impact solutions. We help clients boost web traffic and sales so they can grow their business nationally or internationally, no bloated retainers, no wasted spend.
This skin care brand came to us with a campaign that was producing inconsistent results. Conversions fluctuated wildly month to month, 54 in December, then 66 in January, then a sharp drop to just 32 in February. The conversion rate was erratic, and average cost per click was sitting at $1.26, too high for the margins in the beauty and skincare space.
The challenge was clear: stabilize performance, improve efficiency, and do it without increasing the budget. In a competitive skincare market where customers are price-sensitive and easily distracted, targeting precision was going to matter more than raw spend.
Volatile Conversions
From 66 down to 32 in one month
High CPC
$1.26 average eating margins
Imprecise Targeting
Broad locations, mixed intent
02
WHAT WE DID
Sharper Targeting, Better Keywords, and a Responsive Video Ad
Our approach was built on three pillars: optimize what the data tells us, find the keywords that actually convert, and tighten geography so every dollar goes to the right audience.
1
Performance-Based Ad Targeting
We continuously optimized ad targeting based on actual performance data, cutting audiences that weren't converting and doubling down on segments that were. This data-driven approach stabilized the campaign's erratic month-to-month swings.
2
High-Intent Keyword Research
We conducted thorough keyword research and focused on high-intent keywords, search terms used by people who were ready to buy, not just browse. This shift improved lead quality and made every click more valuable.
3
Narrowed Location Targeting
We narrowed down location targeting to focus on regions with the strongest performance. This reduced wasted impressions, lowered average CPC, and concentrated budget where the campaign could win.
Responsive Video Ad Added in March
In March, we introduced a Responsive video ad to the campaign. Video is one of the highest-engagement formats in skincare, it lets brands demonstrate texture, results, and benefits visually. The impact was immediate: conversions rose and average CPC dropped from $1.26 to $0.51.
03
THE RESULTS
67 Conversions and a 60% Drop in Average CPC
By consistently optimizing the campaign and adding a responsive video ad, March 2023 became the strongest month of the period, 67 conversions and a 31% conversion rate, while average CPC was cut nearly in half.
Conversion Recovery
After a February dip to 32, March rebounded to 67 conversions, the strongest month of the period.
CPC Efficiency
Average CPC improved from $1.26 to $0.51, a 60% reduction driven by tighter targeting and the video ad.
Conversion Rate
March delivered a 31% conversion rate, the highest of the entire period and a massive lift over prior months.
The Real Takeaway
In skincare, creative format matters. Adding a responsive video ad gave the audience a reason to stop and watch, and it showed in both conversions and cost. Combined with high-intent keywords and tighter geo-targeting, the campaign delivered more results for less money.
04
THE TIMELINE
Four Months from Volatile to Victorious
The campaign's progression shows the impact of steady optimization, with a breakout month once video was added to the mix.
FAQ
PLUMBING PPC
Frequently Asked Questions
Common questions about our chiropractor PPC case study and process.
How many conversions did the skin care PPC campaign generate?
The skin care PPC campaign generated 67.16 conversions in March 2023 with a 31% conversion rate, following the addition of a Responsive video ad and continuous campaign optimization.
How much did the average cost per click improve?
Average CPC improved from $1.26 to $0.51, a 60% reduction, after adding a Responsive video ad and optimizing ad targeting based on performance data.
Can this PPC strategy work for other skincare or beauty businesses?
Yes. The combination of performance-based targeting, high-intent keyword research, geo-narrowing, and responsive video ads works exceptionally well for skincare brands, cosmetic companies, med spas, dermatology practices, and other beauty businesses selling online.
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"Selph Marketing has been a major boost to our business. Reasa and her team provide excellent service and produce real results. I'm extremely happy we have them as an extension of our team. Thank you!"
Dustin Hulett
Hulett Insurance