Hair & Scalp Care
Paid Media Rebuild

The client was an e-commerce brand in a trust-sensitive hair and scalp care category. The products required more education than a standard beauty purchase, and the advertising had to balance performance with compliant, careful messaging.

Before the rebuild, Google Ads was active but too dependent on automatic structures. The account needed stronger product data, safer claims, cleaner reporting, and a campaign setup that reflected the real commercial priorities of the business.

We started with the infrastructure behind the ads: Google Ads, Merchant Center, Shopify, product feeds, analytics, and reporting. The goal was to make the paid media system more reliable before pushing more budget through it.

A major part of the work was feed cleanup. Instead of sending raw product data directly into Google, we used feed rules to classify products, improve product types, filter low-priority accessories, and give Google cleaner signals for Shopping placements.

• Built stronger product-type rules for high-value categories.
• Reduced reliance on automatic Google classification.
• Filtered lower-priority accessories out of paid Shopping where they were unlikely to drive profitable acquisition.
• Prepared the feed for a more intentional Google Ads structure.

Merchant Center was treated as more than a file upload destination. We improved the store presence, product data, quality signals, and promotional setup so Google could better understand the store and customers had more reason to trust the listing before clicking.

This mattered because the category depends heavily on confidence. The customer needs to believe the store is legitimate, the products are properly represented, and the offer is clear before they move from a Google surface to the website.

The account also needed a compliance cleanup. The original setup included aggressive claim language that was risky for a category connected to personal care, scalp health, and appearance-related concerns.

We replaced risky formulations with safer product messaging and restructured campaigns around product groups and business priorities. The account became more controlled without becoming less effective.

After the cleanup, CTR increased from 1.5% to 3.0%. The account became more clickable while reducing the brand and platform risk created by overpromising.

Once the core feed, Merchant Center, and Google Ads structure were in place, we moved into demand generation for colder audiences. The next step was not just producing more ads, but creating a repeatable way to decide which concepts deserved budget.

We introduced a proprietary creative scoring system to evaluate ideas before launch. It helped compare angles, formats, hooks, claims, and product education strength without relying only on subjective approval.

This turned creative testing into an operating process: stronger concepts moved forward, risky claim-led ideas were filtered out, and the team had a clearer framework for future cold-audience launches.

• Scored creative concepts before launch instead of relying on subjective approval.
• Separated stronger product education angles from risky claim-based messaging.
• Created a reusable decision layer for future ad testing.

For Shopify e-commerce, browser-side tracking can be incomplete because of cookie restrictions, ad blockers, and event loss. We improved the measurement layer so optimization decisions were based on cleaner revenue and transaction data.

The client also needed regular reporting that connected ad activity to actual business outcomes. Instead of only showing platform metrics, reporting helped explain budget use, campaign contribution, conversion value, and where future scaling decisions should come from.