Case Study

Home Teeth Whitening

Home Teeth Whitening sells professional-grade at-home whitening kits and accessories, including renowned brands like Crest. The brand is focused on delivering results equivalent to professional treatments, targeting a market that’s both highly competitive and price-sensitive. Their primary challenge is maintaining profitability amid tight margins, achieved by optimizing Search and Shopping Ads and tracking competitor prices to attract high-intent buyers. Goals include improving average order value and boosting conversion rates for sustained growth.  

1. Objectives

The Goals

Home Teeth Whitening entered a highly competitive landscape with ambitious targets to drive brand growth and increase market share while navigating tight profit margins. The main goal was to extract the maximum possible return from Shopping Ads and strategically expand to Search Ads to maintain cost-effectiveness and sustain YoY growth.

2. Implementation

The Activity

From the outset, our approach was data-driven, focusing on Shopping Ads and feed management as central components. Key activities included:

  • Shopping Ads Optimization: We set up Google Shopping Ads to capture high-intent audiences actively searching for pet products. By optimizing bids for high-value items and adjusting based on search queries and seasonality, we maximized visibility for Our Pets Life’s key products, helping to drive quality traffic ready to convert.
  • Product Feed Enhancements: To ensure Shopping Ads performed at peak, we fine-tuned Our Pets Life’s product feed. Our optimization efforts included:
    • Title and Description Optimization: Created clear, SEO-rich product titles and descriptions, incorporating top keywords (e.g., “organic pet supplements” or “hypoallergenic dog food”). This approach increased relevance in Shopping Ad placements, helping products appear for the most profitable search terms.
    • Category and Attribute Mapping: Carefully mapped products to the most relevant categories and added all available attributes (e.g., age range, pet type, dietary specifics). By enriching the feed, we achieved better ad placements and ensured shoppers saw precise, relevant information, improving click-through rates (CTR).
    • Image Quality and Consistency: Optimized all product images to meet Google’s specifications, creating a uniform look that projected professionalism and drove higher engagement in ads.
  • Conversion Rate Optimization (CRO): Alongside ad optimization, we focused on ensuring that once visitors arrived, they’d convert efficiently. Key CRO initiatives included:
    • Streamlined Checkout Process: Simplified the purchase journey by reducing the number of steps required to complete a transaction, cutting cart abandonment rates by 25%.
    • Enhanced Product Pages: Revised product pages to emphasize social proof, like customer reviews and “best-seller” badges, and highlighted features such as “organic,” “vet-approved,” and “satisfaction guarantee” to build trust with new customers.
    • Mobile Optimization: Tailored the shopping experience for mobile users, as 60% of traffic came from mobile devices, achieving a 33% increase in mobile conversion rate.

Our focused approach on feed optimization and CRO helped drive impressive results from Shopping Ads, converting high-intent traffic and creating a loyal customer base.

3. Success

The Results

By focusing on highly efficient strategies and maximizing the potential of both Shopping and Search Ads, we drove outstanding results for Home Teeth Whitening. In a highly competitive market, our approach led to notable YoY growth and sustainable returns: Revenue Growth: +560% YoY increase, even with tight profit margins. Shopping Ads Efficiency: Achieved a 90% COS reduction through ongoing feed and bid optimizations, allowing the account to expand without overspending. Search Ads Performance: Search Ads contributed significantly to growth with a +130% increase in conversions and an 85% CTR improvement, helping to capture high-intent searches previously untapped. ROI Increase: ROI improved by +85% due to precisely targeted campaigns and continuous optimizations. Conversion Rate Gains: Site conversion rate grew by 29% through effective ad messaging and strategic keyword targeting, leading to improved add-to-cart actions and sales.
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