Coma Case Study: How to boost ROI for cosmetics advertising and achieve 1689% ROAS in 6 months.
The e-commerce market for beauty and skincare products is traditionally oversaturated with offers, leading to a steady increase in customer acquisition costs. To maintain profitability and successfully scale their business, online stores must constantly optimize their sales funnel. The Coma brand faced such a challenge: at the start of the project, the website's conversion rate was 2.6%, and each transaction cost 107.74 ₴. The main task the client set for the agency was to improve the profitability of marketing investments and significantly scale online sales. Professional Google search advertising helped completely restructure the promotion strategy and secure a leading position for the brand in its category.
To achieve these ambitious goals, the specialists focused on launching smart automated campaigns and in-depth work with audience behavioral factors.
Over the 6-month project period, the team systematically implemented a set of tasks:
- Technical feed audit – checking and optimizing the cosmetics catalog on coma.org.ua for correct data transfer to the ad account.
- Performance Max launch – deploying advanced smart campaigns with dynamic data feed integration for maximum reach across target platforms.
- Audience segmentation – dividing users into detailed groups based on interests, website behavior, and retargeting lists for personalized engagement.
- Creative development – creating engaging text, graphic, and video materials that highlight the unique properties and benefits of the products.
- Value-based optimization – shifting bidding strategies to smart management with a strong focus on maximizing return on investment.
A systematic approach to algorithm training significantly boosted the online store's profitability without inflating the initial marketing budget.
What returns did comprehensive contextual advertising setup bring to the business?
A focus on automation and targeted work with specific segments delivered outstanding commercial results for the cosmetics brand:
- Return on Ad Spend (ROAS) – this investment profitability metric showed phenomenal growth, reaching a record 1689%.
- Cost Per Acquisition (CPA) – the cost of acquiring one purchase on the website was nearly halved, from ₴107.74 to ₴67.34.
- Conversion Rate (CR) – the online store's overall conversion rate more than tripled, from an initial 2.6% to 7.86%.
Such high efficiency in terms of return on investment allowed the client to confidently scale advertising activities for the long term.
Results of coma.org.ua promotion and the value of Performance Max for the beauty segment
The Coma project case study clearly demonstrates that in the cosmetics niche, the correct use of Performance Max campaigns combined with a dynamic feed can fundamentally change a project's economics. Reducing transaction costs amidst explosive conversion rate growth helps e-commerce brands achieve stable growth even in highly competitive environments.
Is your online store for cosmetics, perfumes, or beauty accessories looking to boost sales, but your current advertising isn't generating the desired profit? Our team of specialists will conduct a detailed account audit, develop a personalized strategy, and set up the attraction of high-intent customers. Professional contextual advertising services from Locomotive Digital experts will help your brand optimize lead costs, outperform competitors in search results, and elevate business profitability to an entirely new level.
