€120K in revenue from Google Ads in the first full month.
- €120K
- conversion value in October
- 5.05x
- ROAS in October, was 3.48x
- +54%
- conversion value compared to September
The story behind vavy
vavy makes the vavy™ Welleneisen: a curling iron for beach waves, developed with hairstylists and with its own ionProWave™ technology. Winner of the Beauty Product Award 2025.
More than 55,000 customers went before you, with a 4.87 from over 1,500 reviews. The challenge: convincing cold searchers in Germany who have never heard of vavy.
“vavy has a product customers are true fans of. Our job was making sure that someone who is still comparing comes across vavy at the moment they want to choose.”
Where we started
When Vavy came to us, everything ran through one Performance Max campaign for all countries at once. Brand and non brand were mixed together and the tracking was wrong.
- 01
One campaign for everything
Germany, Austria and Switzerland in one campaign: you could not see which country cost money.
- 02
Brand and non brand mixed
That made ROAS look better than it was, because brand traffic always converts well.
- 03
Tracking broken
Without good conversion data you cannot steer.
What we did, step by step
- 17 to 21 Sep
The foundation first
Tracking restored, conversion goals and assets cleaned up. A 90 day plan with a ROAS target of 4.5 and a maximum budget for Black Friday agreed in advance.
Why: Measure first, then scale.
- Sep to Oct
The secret weapon: a second domain
Next to the webshop runs a separate comparison site with its own Ads account. It catches people searching for Welleneisen Test or Vergleich.
Why: If someone is still comparing, you convince them with a comparison, not with a product page.
- 28 Sep
New structure per country
The campaign for all countries was replaced by separate feed campaigns for DE, AT and CH, with the brand excluded. Demand Gen stopped because of low ROAS. Feeds and product attributes updated per campaign.
Why: Per country you see where you win and where you lose.
- 4 to 11 Oct
Pruning and scaling
Switzerland non brand switched off after weak results. Germany scaled up step by step as long as ROAS stayed above 3.
Why: Budget follows results.
- 13 to 20 Oct
Brand and non brand separated
More than 20 search terms excluded and non brand terms taken out of the brand campaigns. The brand campaign scaled up, because it was limited by budget.
Why: That way you know what new customers really cost.
- 22 to 30 Oct
Scaling further
DE/AT non brand scaled up further. Expensive search terms without results excluded.
Why: Scaling and pruning go together.
How we changed the feed
The feed only had the product name. Someone searching in Germany does not type vavy but Welleneisen or Lockenstab für Beach Waves. So we added what the product is and what it solves.
Old title:
vavy™ WelleneisenNew title: vavy Welleneisen mit ionProWave™ | Beach Waves für kurzes und langes Haar | Set mit Zubehör
Old title:
vavy™ Thermo-BürsteNew title: vavy Thermo-Bürste | Beheizte Rundbürste für Volumen und Glanz
Examples for illustration, based on products from their range.
From one campaign to a structure per country
Before
- 1 Performance Max campaign
- Germany, Austria and Switzerland together
- Brand and non brand mixed
- Demand Gen with low ROAS
After
- Feed campaign Germanyscaled up
- Feed campaign Austriascaled up
- Feed campaign Switzerlandadjusted
- Non brand Search DE/ATscaled up
- Non brand Search Switzerlandstopped
- Brand Search, separatescaled up
- Demand Genstopped
The brand is excluded in every country campaign. That way you see what new customers really cost.
The result
Conversion value per month, with ROAS
| Month | Conversion value | ROAS |
|---|---|---|
| Sep | €78,165 | 3.48x |
| Oct | €120,578 | 5.05x |
- Kjell
Google is Doing very good Job
October 2026
Straight from the chat
Source: Google Ads, September and October 2026. We started on 15 September, so part of September is from before our start.
What you can learn from this
- 01One campaign for all countries hides where you lose money
- 02Separate brand and non brand, or you are fooling yourself
- 03Catch cold searchers with a comparison, not with a product page