101% revenue growth for an NZ beauty & wellness brand
TooGood partnered with this beauty retailer to scale revenue 101% whilst maintaining efficiency — growing ROAS from 4.88 to 6.34 across back-to-back financial years.
What we were working with
This brand came to us in a difficult position. A recent rebrand had disrupted their search presence and sales had dropped as a result. Their Google Ads account was basic — no proper tracking, no product feed optimisation, and campaigns that hadn't been structured to perform. Their social strategy was brand-awareness focused on Facebook with no direct-response component. The business had no clear picture of what was working and what wasn't. Revenue was underperforming and the team lacked the data infrastructure to make confident decisions about where to invest.
How we approached it
Tracking & attribution setup
Before touching campaigns, we fixed the foundation. We implemented GA4 with full enhanced ecommerce tracking, configured Google Ads and Meta conversion actions with the correct attribution windows, and connected everything through native Shopify integrations. For the first time, the team had reliable data on exactly which channels, campaigns and products were driving revenue.
Rebuilt and optimised the product feeds
The product feed is the heart of any ecommerce digital marketing strategy. The success of a campaign depends on the quality of the product data we give it. We rebuilt the integration between Shopify and the ad platforms and completely optimised the entire feed. We rewrote every product title and filled out every field in detail.
Built a full-funnel Google Ads ecosystem
Google Ads is the ultimate bottom-of-funnel revenue driving piece of our strategy. We built a top sellers Performance Max campaign with full assets covering product-specific Google Shopping, Search, Remarketing, Display, YouTube and Gmail. We combined this with a brand campaign and a standard shopping campaign.
Shifted the social strategy from branding to product-specific
We reduced the budget allocation for brand-optimised social campaigns and set up new product-focussed campaigns using top sellers. These campaigns combined dynamic remarketing and prospecting by utilising product-first, feed-powered creative.
Optimised the website for SEO
Implemented website-wide SEO tactics focussed on improving organic search visibility across brand and product-specific searches. Tactics focussed on meta title optimisation, internal linking and technical SEO improvements.
Ongoing testing & optimisation
Embarked on an ongoing roadmap of continuous testing and optimisation. Our ad testing framework enabled us to identify messaging that performed best. We tested various campaign structures and tactics each month to perfect the approach.
The numbers that matter
Google Ads revenue grew from $87,312 in FY2025 to $175,587 in FY2026 — more than doubling in 12 months.
Every dollar invested in Google Ads returned $6.34 in revenue across the full financial year.
ROAS grew from 4.88 in FY2025 to 6.34 in FY2026 — more revenue from each dollar spent.
Total Google Ads attributed revenue for the April 2025 – March 2026 financial year.
Monthly revenue & ROAS
Google Ads attributed revenue (bars) and return on ad spend (line) month by month.
" Great work mate, I'm super happy with the progress made. "
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