How we launched Google Ads from zero for a U.S. peptide brand - building a compliant, cold-start account that reached positive ROAS in 60 days and $67,200 in monthly conv. value by month six.
Oney.Studio · Performance MarketingA U.S.-based direct-to-consumer brand offering research-grade recovery peptides for athletes and biohackers. Positioned as a science-backed alternative to traditional sports supplements, with a strong organic community but no paid acquisition infrastructure in place.
The brand had never run paid search before. With zero account history and a sensitive product category, launching on Google Ads required building authority from scratch while maintaining compliance with evolving healthcare advertising policies. Core product terms flagged frequently, Smart Bidding couldn't function without data, and landing pages weren't built to convert paid traffic.
Build compliance into the structure, not as an afterthought. Start manual, earn the data, then let Smart Bidding take over. Every step sequenced deliberately.
Built a phased campaign structure designed specifically for cold accounts with no history. Launched with branded and high-intent transactional terms to accumulate early conversion signals before expanding into broader category keywords. Negative lists were built from day one to protect budget from unqualified traffic in a category with significant search ambiguity.
Phased keyword expansionCrafted ad copy that communicated product benefits precisely within Google's healthcare advertising guidelines. Every headline and description was reviewed proactively before launch - avoiding disapprovals while preserving conversion intent. The result: zero policy flags after initial setup, and a clean account track record that compounds over time.
Zero disapprovals post-launchStarted on manual CPC to accumulate statistically meaningful conversion data without relying on Smart Bidding prematurely. Once the account hit threshold, migrated to Target ROAS bidding - giving the algorithm real signal to optimise against. The transition was sequenced to avoid the performance dips that come from switching too early.
Profitable by month 2Identified and flagged CRO gaps on key product and collection pages - friction points in the purchase funnel that were wasting paid traffic. Coordinated copy and layout adjustments with the client team to improve Quality Score, lower CPCs, and increase post-click conversion rate across the campaigns generating the most spend.
Quality Score improvedWriting for a regulated niche means threading a narrow needle: specific enough to convert serious buyers, compliant enough to stay live at scale. Every ad was built to communicate outcome-led benefits without triggering policy flags - and tested systematically until the highest-performing angles emerged.
Profitable by month two. $67,200 in monthly conversion value by month six. And a structure that kept improving into 2026 as the account matured and audience data compounded.
Conv. value snapshot: Jan 2025 (cold launch) - Feb 2025 ($3,840 / 12 conv.) - Jun 2025 ($67,200 / 318 conv., 3.8x ROAS) - Jan 2026 ($112,000 / 490 conv., 4.3x ROAS). Cold-start architecture, compliant creative, and a manual-to-smart bidding migration drove compounding growth across 12 months.
Reached positive ROAS by the end of month two - ahead of the 90-day target. The phased keyword structure and manual CPC discipline meant no wasted spend during the learning phase.
Zero disapprovals after initial setup. A clean account track record in a sensitive category is a compound asset - it protects delivery, reduces CPCs over time, and unlocks scale that flagged accounts can't access.
Remarketing pools, customer match audiences, and lookalike segments built from the ground up - compounding into a first-party data asset that makes every future campaign more efficient than the last.
We had no idea paid search could work for our niche. Within two months we were profitable - and it's been growing every month since.
- Client · U.S. Peptide Recovery Brand · E-Commerce · NDA
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