Promotion Stages
1. Audit & Research
We began with a detailed analysis of previous ad campaigns. Before cooperation, the client had already launched Search, Shopping, and Performance Max campaigns.
The results showed that YouTube and Gmail generated the most conversions and purchases. This insight revealed that the client’s audience responded well to visual and native formats. Therefore, we decided to test Google’s new campaign type — Demand Gen.
Why Demand Gen:
- Focus on visual content (banners, videos, product cards)
- Ads are shown across YouTube, Gmail, Google Discover, and the Display Network
- Advanced targeting capabilities, including enhanced lookalike audience tools
Business potential of Demand Gen:
- Increasing brand awareness
- Attracting new customers (cold audience)
- Stimulating interest
- Re-engaging “warm” audiences
2. Strategy Development & Campaign Setup
Next, we built a clear structure for Demand Gen with multiple audience layers:
- Remarketing — returning users who had already interacted with the site.
- Look-alike audiences — reaching potential buyers similar to existing customers.
- Competitors’ audiences — targeting people who visited similar product sites.
For each group, we created customized creatives — including banners and videos — aligned with the brand style to generate both emotional and rational responses. We also optimized the product feed in Merchant Center by applying rules to improve product titles and descriptions, increasing relevance.
The campaign’s main goal was set to “Purchase” with the Maximize Conversions bidding strategy. Examples of ads:
Geographically, the campaign targeted all of Ukraine, with plans to later refine targeting by cities and regions.
3. Optimization & Scaling
After launch, we actively tested and rotated ad texts, creatives, and CTAs. To quickly analyze performance, we utilized Mike Rhodes’ script, which identified the banners, videos, and headlines that performed best. High-performing assets remained active, while weaker ones were replaced with new test creatives.
We also analyzed which platforms (YouTube, Gmail, Discover, and Display) generated the most purchases. Based on this, campaigns were split into:
- Demand Gen banners + feed
- Demand Gen video + feed
This provided greater control over the effectiveness of each format and allowed us to match creatives to audience segments more precisely.
Additionally, we expanded targeting by creating new audiences based on interests and search queries. To improve performance, we optimized by geography (focusing on cities with the most conversions) and time slots (serving ads during peak purchase periods).
Results
During the period from April to July 2025, Demand Gen campaigns demonstrated a significant increase in efficiency. The most important indicator for the client was ROAS, which increased by 1307%. Such a jump was possible thanks to clear audience segmentation, optimized creative, and competent budget management.
Additionally, the campaigns had a significant impact on the business. First, brand awareness among the target audience increased significantly. Thanks to an active presence in Gmail, YouTube, and Google Discover, the store became more visible to potential customers, even those who were not previously interested in cosmetics.
Secondly, there was an increase in brand trust. Regular displays in various channels created the effect of mass presence, which strengthened the company’s authority and made its choice more obvious to the consumer among competitors.
Third, we noticed an increase in repeat purchases. Thanks to working with “warm” audiences that had already interacted with the brand, customers returned more often for new orders. This is especially important for e-commerce in the beauty niche, where the product life cycle is short and repeat purchases account for a significant share of profits.
Business Outcomes
- Stable revenue growth without significant budget increases
- Expansion of the customer base
- Strengthened brand positioning in the e-commerce beauty niche
Conclusion
This case demonstrates that by testing new Google Ads tools, it is possible to achieve remarkable growth even with a limited budget.
Demand Gen allowed the client to:
- Reach a wider audience
- Increase sales
- Boost ROAS by +1307%
The comprehensive approach of Panem’s team confirmed that the right strategy and creatives can successfully scale a client’s business without additional spending.
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