Immediate visibility and rapid profitability
Context
As part of its international expansion, Laboratoire Native launched the Paid Search channel in Germany to regain control over its digital distribution. The challenge was to establish a strong presence against local distributors while immediately instilling a culture of profitability.
The rollout was executed in two phases: a priority pilot launch for Phyto Paris in May 2025, followed by the launch of Lierac Paris and Roger & Gallet in July.
Objectives
The goal was to ensure a sales ramp-up while reaching the break-even point as quickly as possible. The key success indicator: achieving a ROAS > 2 for all three brands before the end of the launch year.
Achievements
A Controlled and Agile Conquest Strategy
Higher investment levels on Phyto allowed us to test the market, specifically by integrating Shopping campaigns , to capture relevant non-brand queries without compromising profitability.
A rigorous semantic exclusion strategy (negative keywords) was implemented from day one to clean up traffic, ensuring coherent brand positioning and preventing budget wastage.
Smart Bidding Evolution: Implementing sequential testing on bidding strategies (starting with “Traffic” to feed the algorithm, then moving to “Conversion,” and finally “Profitability”) generated continuous month-over-month growth in sales volume and revenue