The Client
Bearsville Soap Company is a men's grooming brand selling handmade soap and personal care products online. Low price points and repeat purchasing define the category — the economics only work when you acquire customers cheaply and keep them coming back.
Why Is Google Ads Hard for Low-Price CPG Brands?
- When your product sells for the price of lunch, there is almost no room for wasted clicks — acquisition cost decides everything.
- "Soap" queries are flooded with commodity and wholesale intent that will never buy a premium handmade bar.
- Big-box brands own the cheap shelf space in Shopping results; a craft brand must carve out the premium segment.
- One-off purchase math looks thin unless tracking and targeting are tuned for buyers who reorder.
What Did We Do Differently?
- Concentrated spend on premium and gift-intent grooming queries where a handmade brand wins the click.
- Ran continuous negative keyword cleanup to remove wholesale, commodity, and DIY soap-making traffic.
- Tightened conversion tracking so every order reported true revenue, letting Smart Bidding find profitable buyers instead of cheap clicks.
- Shifted budget steadily into the campaigns and products with the strongest verified return.
What Results Did Bearsville Soap Company Get From Google Ads?
| Metric | Verified Result |
|---|---|
| Tracked ad revenue | $1.19M |
| Ad spend | $446K |
| Return on ad spend | 2.68x |
| Purchases | 24,854 |
| Cost per purchase | $17.96 |
| Clicks | 338,796 |
| Impressions | 20M |
Key Takeaways
- 24,854 tracked purchases is a customer base, not just a revenue line — repeat buyers compound the 2.68x platform ROAS.
- A $17.96 acquisition cost in a giftable, reorderable category is where CPG economics start to work.
- Twenty million impressions of brand exposure came bundled free with performance spend.
How Much Should a Grooming Brand Spend on Google Ads?
This account invested $446K lifetime and tracked $1.19M in direct revenue — before counting reorders that never touch an ad. For a CPG brand, the spend question is really a CPA question: if you can acquire a customer for $17.96 and your average customer orders more than once, scaling spend is buying market share at a profit. Start small, verify your true CPA, then fund it aggressively.
About This Campaign
All figures are lifetime totals pulled directly from the Google Ads account. Revenue reflects e-commerce conversion value tracked in-platform.