Strong product-market fit, weak paid acquisition

LunarLab already had a clear value proposition and growing brand awareness, but Google Ads did not consistently translate that demand into purchases.

Campaigns captured interest, not buying intent

Traffic leaned toward informational and low-intent searches related to sleep and wellness, limiting conversion efficiency and predictability.

Scaling spend increased volatility

Whenever budgets were increased, performance became unstable, making it difficult to rely on Google Ads as a core growth channel.

The Turning Point

At a certain stage, it became clear that incremental optimizations would not unlock growth. The account needed a structural shift - not more ads, but a clearer framework for how Google should identify and prioritise buyers.

1. Refocused Search campaigns on transactional intent. Campaigns were rebuilt around high-intent queries tied directly to purchasing behaviour rather than general sleep-related interest.
2. Clarified demand signals for Google’s algorithm. Brand and non-brand traffic were separated to protect existing demand and improve optimisation accuracy.
3. Used Performance Max selectively for scale. Performance Max supported Search campaigns by expanding reach without diluting core intent signals.
4. Aligned budgets with stability, not short-term spikes. Spend was scaled gradually to maintain consistent performance rather than chasing volume.

• More stable and predictable Google Ads performance
• Improved conversion consistency as spend increased
• Clearer separation between awareness and purchase-driven traffic
• Google Ads evolved into a reliable revenue channel, not an experimental one

With a cleaner structure and intent-first strategy, LunarLab gained the ability to scale paid acquisition while maintaining control - creating a foundation for long-term growth in a competitive supplements market.