How we broke a 6-month revenue plateau for a peptide brand by rebuilding their account from a single capped campaign into a full-funnel Search, Shopping, and Display system.
Oney.Studio · Performance MarketingAn emerging U.S. peptide brand with strong product-market fit and a loyal community in the biohacking space. They were generating $8,000 per month through Google Ads on a single Search campaign - a solid start, but structurally incapable of growing further without a complete account rebuild.
Revenue had flatlined at the same level for half a year. The account was operating on a single campaign with one bidding strategy, no Shopping presence, no Display or Performance Max layer, and impression share maxed out on every existing keyword. Target CPA was set too conservatively, throttling delivery well below daily budget. The brand had nowhere left to grow inside its current structure.
The single-campaign structure had to go entirely. We built a layered system that captured demand at every stage - from early research to bottom-of-funnel purchase intent.
Dismantled the single-campaign structure and rebuilt the account across Search, Shopping, and Performance Max - each designed to capture a different layer of demand. Brand, non-brand, and category terms were separated into dedicated campaigns with independent budgets and bidding logic, creating room to scale each channel without cannibalisation.
Full-funnel structureSet up and optimised the product feed from scratch - a channel that had never been activated despite being one of the highest-intent placements in the category. Launched Shopping campaigns with a bidding structure segmented by product margin tier, ensuring the highest-margin SKUs received proportionally higher investment. Shopping became the account's top revenue driver within 60 days.
Shopping #1 in 60 daysAdjusted Target ROAS targets across all campaigns based on actual margin data - replacing the overly conservative CPA targets that had been throttling delivery. Budget utilisation jumped from well under-target to 97%, putting the full ad budget to work for the first time and unlocking the spend capacity that was already available.
97% budget utilisationIntroduced a Display prospecting layer targeting research-stage and wellness-adjacent audiences - seeding the remarketing pool for lower-funnel conversion campaigns. The retargetable audience grew from 4,200 to 34,000 users within the first quarter, creating a self-reinforcing funnel that continued to compound as spend increased.
8x remarketing poolScaling across Search, Shopping, Display, and retargeting means writing for completely different moments in the buying journey. Each format needed its own creative logic - while staying compliant in a regulated category and consistent with the brand's science-backed positioning.
The same brand. The same budget. A completely different structure - and results that compounded every month as the full-funnel system matured.
Conv. value snapshot: Feb 2025 ($8K baseline, 6-month plateau) - Apr 2025 ($21.8K / 94 conv.) - Aug 2025 ($94.4K / 661 conv.) - Feb 2026 (~$148K / ~960 conv., 4.6x ROAS). Full-funnel rebuild across Search, Shopping, and Display drove compounding growth across 12 months.
Within 60 days of launching the product feed, Shopping campaigns outperformed Search in both conversion volume and ROAS - a channel that had been completely untapped for the brand's entire paid media history.
Correcting the overly conservative Target CPA bid strategy eliminated chronic under-delivery. For the first time, the full ad budget was actually being spent - and every pound of it was now working.
Upper-funnel Display seeded the remarketing pool. That pool fed lower-funnel conversion campaigns. As spend increased, so did the retargetable audience - creating a compounding efficiency that made each subsequent month cheaper to convert.
We'd been stuck at the same number for half a year. Six months in with Oney and we were at ten times that. Genuinely couldn't believe how fast it moved.
- Client · U.S. Peptide Brand · E-Commerce · NDA
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