Maximizing profitability without sacrificing growth
Context
Facing aggressive price competition from its own retail network, we deployed a focused acquisition strategy for Laboratoire Native to regain control over its commercial performance.
The challenge on Paid Search was to maximize sales volume on the brand websites while strictly safeguarding profitability.
- Phyto Paris : Reassert technical botanical expertise to justify pricing and drive differentiation.
- Lierac Paris : Rejuvenate the brand image through refined audience targeting.
Roger&Gallet : Leverage the sensory universe to maximize brand appeal and desirability.
Objectives
The goal was to maximize profitability by capturing a high-intent audience willing to buy the full brand experience, thereby reducing traffic leakage toward lower-priced resellers.
Key Performance Indicator (KPI) : Achieve a ROAS > 2 for each brand on Google
Achievements
Phyto :Strategic bidding adjustments on new product ranges generated traffic and sales growth that outpaced the increase in ad spend.
Lierac : A complete semantic overhaul including rigorous negative keyword exclusion and ad enrichment (both always-on and promotional extensions) drastically improved traffic quality.
R&G : By enriching ads during peak commercial moments and scaling investment on non-brand queries (via Shopping & PMax), the brand captured new volume while successfully balancing desirability and profitability