Vertical: eCommerce / Skincare

Market: UK, EU, International

Platform: Google Ads

Rapid brand growth created structural bottlenecks

As 5KIND expanded internationally and added new product lines, the existing Google Ads structure could no longer support efficient scaling. Campaigns that worked at smaller volumes began to limit growth.

Scaling spend reduced efficiency

Increasing budgets led to diminishing returns. Without clear prioritisation between hero products, collections, and branded demand, ROAS became harder to control.

Product expansion diluted performance signals

New ranges and collections were introduced faster than the account structure could adapt, weakening Google’s ability to optimise toward the most profitable outcomes.

Phase 1 - Foundation & Control

• Rebuilt Search campaigns around core product intent and brand demand
• Separated branded, non-branded, and collection-level traffic
• Stabilised performance before scaling budgets

Phase 2 - Performance Max as a growth engine

• Introduced Performance Max for top-performing product lines
• Structured asset groups by product range to preserve intent clarity
• Used PMAX to scale internationally without fragmenting Search data

Phase 3 - Long-term optimisation & expansion

• Continuously refined search terms and exclusions as demand evolved
• Aligned campaigns with seasonal promotions and new product launches
• Used Google Ads as a testing ground for new markets and collections

• Sustained profitable scaling over an extended period
• Strong and stable ROAS maintained while increasing spend
• Clear performance hierarchy between hero products and supporting ranges
• Google Ads evolved from a tactical channel into a long-term growth driver

With a scalable Google Ads framework in place, 5KIND continues to grow internationally while maintaining performance control - proving that paid search can scale alongside a brand without sacrificing efficiency.