Background
We recently worked with a supplement brand that wanted to expand on Google Ads. Their main goal? Generate revenue from cold traffic—completely new users who had never heard of them before.
Challenges & Discoveries
- Multiple Product Categories: We tested three main product categories to see which ones would be profitable for new audiences. It turned out two of those categories took off, while one didn’t perform as well.
- Negative Review Glitch: Early on, we uncovered a Shopify issue where even low (one‐star) reviews were being pulled onto the main product page. Naturally, that put off new visitors, so we fixed it right away.
- Landing Page Overhaul: Initially, our conversion rates (CVR) weren’t where we needed them to be. We realized the main culprit was the existing landing page. By switching to a more streamlined, conversion-focused layout, we doubled our CVR practically overnight.
- Competitor Analysis: We also ran competitor analyses for our high-performing keywords. This gave us insight into their ad copy, promotions, and positioning—helping us refine our own messages and offers.
Results:
- From purely cold traffic, we’re now generating around $7,000 per week in revenue.
- Our best‐performing campaigns are hitting double‐digit conversion rates—some well above 10%.
- By improving the landing page and removing the negative review glitch, we significantly boosted trust with first‐time site visitors.
- We’re consistently staying profitable on two of the three categories tested, allowing us to scale up spending where it counts.
Ongoing Work
We continue to optimize keywords, refine our creatives, and run fresh competitor analyses to maintain an edge. The screenshots (see attached) show some of the key metrics—ranging from cost per click and click‐through rates, to overall conversion rates and revenue.
Conclusion
The big takeaway is that success with cold acquisition often depends on two major factors:
- Eliminating friction (like negative reviews showing on the landing page).
- Providing a conversion‐friendly user experience (like the landing page overhaul).
Putting those pieces together, we’ve been able to keep growing and improving results over time. While it took some trial and error across different product categories, the outcome speaks for itself.
