How we turned a consistently unprofitable Google Ads account into a high-performing acquisition channel for a DTC wellness brand — building a full-funnel system from scratch that scaled to CA$76K+ in monthly conversion value.
Oney.Studio · Performance MarketingA direct-to-consumer brand offering an all-natural, portable shower filter designed to reduce exposure to chlorine and fluoride in tap water — chemicals commonly linked to eczema, rashes, and skin irritation, especially in children. Positioned as a gentle, science-backed alternative to steroid creams for families looking to reduce household toxins and protect sensitive skin.
Despite strong Meta Ads performance and genuine product-market fit, the brand couldn't make Google Ads work. Multiple approaches had been tested — all lost money. Rising ad costs, limited insight into why, and no clear path to profitability meant Google had been written off as a channel. The goal: turn it into a scalable, profitable acquisition source to complement Meta.
The previous account wasn't built for Google. It was built on Meta logic — and Google doesn't work that way. We rebuilt everything from search intent up, added proprietary data infrastructure, and engineered the account to learn and scale properly.
Implemented a structured full-funnel strategy across Performance Max, Search, and Retargeting — each campaign designed for a specific stage of the buyer journey. The previous setup applied Meta funnel logic to Google without adapting to search and shopping intent behaviour. We replaced it with a structure built specifically for how Google buyers discover, consider, and convert.
Full-funnel rebuildIntroduced a proprietary first-party data plugin to collect user behaviour on-site and feed custom signals directly into Google's algorithm. Without this infrastructure, PMax campaigns had no structured inputs — no assets, no signals, no feed control — and couldn't optimise properly. The plugin gave the algorithm real conversion intelligence, enabling smarter bidding from day one and improving attribution visibility across platforms.
First-party signals activatedCleaned and enriched the entire product feed with benefit-driven titles and attributes — replacing generic descriptions with specific, high-intent language: eczema-safe, chlorine-removal, travel-ready. These attributes directly match the search terms buyers use when they're ready to purchase, improving Shopping impression quality and reducing wasted spend on low-intent clicks.
Benefit-driven feed titlesBuilt custom audience signals based on the brand's actual buyer profile: family-focused search intent, eczema-related terms, and eco-conscious user behaviour. Rather than relying on Google's broad defaults, every campaign was seeded with signals that reflected who was actually buying — cutting through irrelevant traffic and accelerating the algorithm's ability to find high-value customers at scale.
Intent-matched audience signalsParents searching for eczema solutions aren't browsing — they're looking for answers to a real problem. Every ad was written to match that specific moment: problem-aware, solution-ready, and appropriately cautious. Benefit-first language without medical claims. Specific enough to convert, compliant enough to stay live.
A channel that had never been profitable became one of the brand's strongest acquisition sources — and it kept compounding as the first-party data plugin fed better signals back into the algorithm each week.
Conv. value snapshot: Before (consistently unprofitable) - Feb 2025 (first profitable month) - May 2025 (CA$76K / 2.19x ROAS / CA$34.7K spend) - Jan 2026 (~CA$118K / 2.6x ROAS). Full-funnel rebuild, proprietary plugin, feed optimisation, and audience signals drove a +10,240% increase in conversion value.
Google Ads went from a money-losing experiment to a strong, consistent acquisition source running alongside Meta — giving the brand a diversified paid media presence for the first time.
The proprietary plugin didn't just improve campaign performance — it gave the team cross-platform visibility into user behaviour and funnel progression that hadn't been available before, improving decision-making account-wide.
Campaigns were structured with seasonal flexibility built in — offer integrations like free replacement filter promos can be activated instantly for BFCM and other peak periods without rebuilding campaign logic from scratch.
We tried everything on Google and thought it just wouldn't work for us. But this setup completely changed the game — now it's a winning channel that supports our growth.
- Client · DTC Wellness Brand · Health & Home · NDA
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