— English
5,000+ SKU Catalog — Scaling a US Supplement Retailer with Steady ROAS
Client
The client is a US family-owned wellness retailer specialising in nutritional supplements, multivitamins and wellness products — a 5,000+ SKU catalog shipped from climate-controlled warehouses. Since 2005, the business has built trust with health-conscious shoppers seeking renowned wellness brands.
Challenge
The client needed to scale online sales without diminishing their strong ROAS. With an extensive catalog of supplements and multivitamins, they needed to maximize reach while staying profitable. Google Shopping was performing well, but needed further optimization and expansion — and they wanted to grow Google Search Ads by targeting highly relevant, high-intent keywords.
Approach
We implemented a multi-pronged strategy tailored to the health-supplements industry — scaling reach while protecting profitability.
- Feed-only PMax for Shopping performance: One feed-only Asset Group per product category, prioritizing Google Shopping and Dynamic Remarketing, then expanding into Search, Display, YouTube and Discovery on strong conversion data.
- Category-specific segmentation: With 5,000+ products, we broke the catalog into categories (multivitamins, immune support, protein) and focused PMax on the highest-converting groups, using three-tiered Shopping campaigns to manage bids on underperformers and cut wasted spend while holding a high ROAS.
- High-intent Search Ads: Campaigns on terms like "best multivitamins" and "organic immune support supplements," routed to custom landing pages by category to lift relevance and conversions.
- Audience signals & retargeting: Past-purchase signals to reach likely re-orderers, plus dynamic retargeting to recover abandoned carts and re-engage previous visitors.
- Seasonal promotions: Well-timed campaigns around the New-Year fitness rush and flu season, with higher bids during peak demand.
Results
Our tailored approach delivered clear improvements in the client' Google Ads performance. Focusing on high-performing categories and precise bidding improved ROAS while scaling campaigns. Targeted Search Ads, dynamic retargeting and audience signals lifted conversion rates from new and repeat customers. Category-specific segmentation and optimized Shopping campaigns reduced wasted spend while increasing sales from top products, and seasonal promotions drove a boost during key periods — a data-driven strategy that scaled online sales, increased profitability and held a strong ROAS in a competitive market.