Here is why your Google account is underperforming and how we fix it, starting with a full audit in week one.
01 / Where You Are Right Now
Google Search should be outperforming Meta for a premium skincare brand, and it isn't. Karin Herzog has genuine brand authority, a Swiss origin story, celebrity endorsement, and a strong average order value. People are actively searching for what you sell. The problem isn't the product or the brand. Something structural is wrong in the account, and an audit will find it.
The budget is held back because the numbers don't justify scaling yet. You know Google can do more and you have budget ready to put behind it. But increasing spend on a broken account just loses money faster. We fix the ROAS first, then scaling becomes a straightforward decision. That's what we're here to do.
The brand has real advantages that most Google accounts never use properly. Swiss origin, oxygen technology, press coverage, celebrity endorsements, a wide product range with a strong average order value. These are signals that should be working hard in Search and Shopping campaigns right now, and probably aren't.
02 / Channel Strategy
Premium skincare with a considered price point is a natural fit for Google Search and Shopping. Your buyer is already looking. They just need to find the right brand at the right moment. We diagnose what's breaking that connection, rebuild the account around high-intent queries, and let the product do the rest.
Search, Shopping, and Performance Max — the full Google stack, rebuilt from the audit findings. A high average order value means even modest volume improvements compound quickly. We find the keywords that convert at margin, cut the ones that don't, and build the campaign structure the current account is likely missing.
03 / The Audit — Week One
We don't guess at what's wrong. We go through the account systematically across three areas, then present a clear action plan before spending a dollar differently.
Audit Area 01
The most common reason Google underperforms: the conversion events it's optimising for are wrong, duplicated, or missing. We verify every tag, check attribution, and confirm the algorithm is learning from actual purchases rather than proxy events.
Audit Area 02
We review every active campaign: match types, keyword intent, ad group structure, search term reports, and where budget is actually going. Premium skincare has a specific intent ladder. Broad keywords waste spend; overly tight match types miss volume. We find the right balance.
Audit Area 03
For a brand with this range and average order value, Shopping should be a strong revenue driver. We audit the feed for title quality, image assets, category mapping, and bidding logic — then identify which SKUs deserve more budget and which are pulling performance down.
04 / Deliverables
Audit, strategy, full account management, and weekly visibility. You never have to chase for an update or wonder where the budget went.
05 / Add-Ons
The retainer covers Google in full — Search, Shopping, and Performance Max. These can be layered in as the brand grows in Australia and beyond.
YouTube Ads
Upper-funnel brand awareness within the Google ecosystem. A brand with a Swiss laboratory origin story and visible before/after results translates well to video. Builds the search demand that Google Search then captures.
Demand Gen Campaigns
Google's visual discovery format across feeds, Gmail, and YouTube. Useful for new product launches and seasonal pushes like gift sets. Sits naturally between Meta's visual creative and Google's intent signals.
Channel Coordination
Once Google is profitable, we can work alongside your Meta buyer to align audience suppression, budget split by funnel stage, and cross-channel attribution. Not replacing Meta management — just making sure the two channels aren't working against each other.
Market Expansion
Karin Herzog is a global brand. Once the AU Google formula is working, the playbook is portable. NZ, UK, and US market activation available when the time is right.
06 / What to Expect
Week 1
Full review of tracking, campaign structure, keywords, and Shopping feed. Findings and prioritised action plan presented before any changes are made.
Week 2
Campaigns restructured based on audit findings. New ad copy live. Negative keyword lists applied. Correct conversion events confirmed. Shopping feed changes briefed to your team.
Month 1
Algorithm starts learning from clean conversion data. Underperforming keywords cut. Bid strategies refined per campaign. Weekly reports delivered. First real ROAS benchmark established.
Month 2+
Better ROAS makes the case for increasing spend. Shopping volume scaled on winning SKUs. When Google hits consistent performance, we present a scaling roadmap with projected returns at higher budgets.
07 / Investment
Flat management retainer. Ad spend is billed directly to your Google Ads account, a separate expense fully in your control.
Ongoing Management
management retainer / month
Ad spend billed directly to your Google Ads account
Ready to start this week
The product, the brand authority, and the price point are all there. The account just needs someone who knows what they're doing inside it. Audit in week one. Results by month two.
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@svetagreenOney Studio / Performance Marketing — Proposal for Karin Herzog AU