Hairco | Xigen

Expert Google Ads management and tangible eCommerce growth

HairCo & Beauty is a wholesale hair and beauty supplier, selling over 2,000 hair and beauty accessories to customers worldwide.

Founded in 2010, the brand has a reputation for exceptional customer service and helping clients find the right products to help their businesses grow.

Service overview

Google Ads management

The challenge

HairCo & Beauty came to us in late 2023, looking for help restructuring and managing its Google Ad account.

Another agency previously managed the account but struggled to convert ad impressions into high conversion rates.

HairCo & Beauty wanted to boost its conversion rate, as well as increase brand awareness and lower return on ad spend (ROAS).

With several years of experience helping eCommerce businesses achieve success with paid ads, we looked forward to the challenge!

The challenge

We started with a thorough audit of HairCo & Beauty’s existing ad campaigns, reviewing what was working and what needed to be improved. Our team of PPC experts restructured the account and campaigns to improve efficiency.

To increase brand awareness, we implemented a display marketing campaign. We identified the ideal audience for HairCo & Beauty to advertise to and created stunning ad imagery that encouraged prospective customers to click. We also developed and implemented a retargeting strategy to appeal to visitors who had previously visited the site but had not made a purchase

While HairCo & Beauty was targeting non-branded keywords, the team wasn’t seeing much success. This is because the haircare and beauty sector is so competitive. We implemented brand-new search campaigns, focusing on long-tail keywords, creating persuasive and relevant ad copy, and building a negative keyword list that prevented wasted ad spend.

This meant HairCo & Beauty’s ads focused more on the customers that had the correct search intent, optimising ad spend for maximum return.

As a full-service digital marketing agency, we also redesigned HairCo & Beauty’s website at the same time to make it faster and more functional.

This meant an additional boost to the brand’s PPC campaigns as the marketing team could serve relevant, targeted landing pages and product pages to prospective shoppers.

The results

The results for HairCo & Beauty were nothing short of staggering.

We increased non-branded ROAS by 24% year-on-year, meaning HairCo & Beauty could hold its own in a competitive sector.

Our team also reduced ad spend by 30% while maintaining similar revenue. HairCo & Beauty now has a leaner, more efficient Google Ads account, which will serve the brand well in the months and years to come.

HairCo & Beauty is delighted with the results it has seen, and we continue to manage the brand’s Google Ad campaigns to this day.

2023

Xigen manages Google Ads

+24%

Non-branded ROAS

-30%

Less spend

Working with Xigen has been a game-changer for our business. After struggling with expensive and ineffective Google ad campaigns, we turned to Xigen for help. Their team quickly assessed our situation, developed a strategic plan, and executed it flawlessly. The results have been outstanding – our conversion rates have skyrocketed, and our ad spend is now much more efficient. Xigen’s expertise and dedication to our success have transformed our advertising strategy, and we couldn’t be happier with the partnership. Highly recommend

Marketing Director, HairCo and Beauty

Conclusion

It’s frustrating when you don’t get the results you want in Google Ads. The good news is that by working with the right team, you can drive customers to your online store and get the edge over your competitors. With our expert approach to PPC optimisation, it’s fair to say that HairCo & Beauty is now officially the mane attraction on Google! Want to see how we can boost brand awareness and increase sales for your business on Google Ads? Get in touch today.

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