Passione Beauty
Beauty speeds up.
Strategy, creativity and campaign work for a beauty e-commerce brand. A project to explore through its choices and documented results.
- Google Ads
- Meta Ads
- Data analysis
- SEO
- A/B testing
- Multi-country advertising
More than €100 of attributed revenue for every euro invested in Google Ads.
September 2024 · 30 days · main market
- Work before the result
- 8 months
An exceptional result for this project, referring to the period stated.
A new name.
Sales to win back.
Passione Beauty was born in Vicenza in 2011 as Passione Unghie, a Facebook page devoted to nail care. In just over ten years it became a company selling semi-permanent polishes and builder gels online, with more than a hundred employees.
Shortly before we arrived, in 2024, the brand had changed its name. The cost was visible: falling sales from advertising and fewer spontaneous visits to the site, because the recognition built over years had been partly lost. A change like that usually costs months below average. Management had not planned for them, so there were two goals: sell according to plan and, meanwhile, win back the ground lost with the old name.
Inside the work.
- Ads put to the test.
- Daily tests on images, copy and calls to action: more than 60 variants in an average month.
- Budgets reviewed every day.
- Investment moved between campaigns based on results.
- Campaigns in several markets.
- Google Ads and Meta Ads, with dedicated activity for different European countries.
A head-to-head
every day.
In beauty sold online, advertising is expensive and competition also comes from large international retailers. An ad that works there soon stops working, so the job was above all method: every day new variants of images, headlines and calls to action pitted against each other, and the winners kept as long as they held up.
The same reasoning applied to the money. The budget moved every day towards the campaigns that were selling, on Google Ads and Meta Ads, with separate activity for the different European markets.
«Great added value in their strongly data-driven strategic approach, with deep expertise in digital marketing and advanced technical knowledge of the systems. […] For our highly digital company, they made the difference: superior performance and quality strategic thinking.»
With the client’s team.
Advertising management worked alongside Passione Beauty’s marketing leadership and in-house content production. Photos and videos were made in the company, by people who know every colour in the catalogue; our job was to put them in front of the right people and quickly work out which ones sold.
Eight months of work like this, with results growing month after month, led to the September 2024 described in this page’s result. During Black Friday the ratio between revenue and spend rose further.
How to read
that number.
ROAS compares the revenue attributed to campaigns with advertising spend. It is not a margin and not a profit: it says how many sales the platform links to the ads, in that month and in that market.
It is an exceptional result even for this project, and we promise it to no one. What can be repeated is the method: tests every day, a budget that follows the data, a team that works together with the client’s. If you want to see how it applies to your campaigns, start from how we work on digital advertising.
