How A1 Supplements Achieved Sustainable Growth with Google Ads

About A1 Supplements

Founded in 1999, A1 Supplements has grown into one of the largest online superstores for sports nutrition and lifestyle supplements. Originally a regional distributor in Tennessee, Georgia, and Kentucky, A1 Supplements now serves a global audience with over 5,000 products. Their mission is to offer the best value and selection in health supplements while providing exceptional customer service, fast shipping, and the lowest possible prices.

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As a major player in the highly competitive health supplements market, A1 Supplements faced significant challenges in scaling their Google Ads campaigns. The health and fitness industry is crowded, with numerous competitors bidding on popular keywords like “protein powder” or “pre-workout,” which drove up costs. Additionally, A1 Supplements needed to manage its extensive product catalog efficiently, ensuring that top performers received maximum visibility while underperformers didn’t drain the budget.

To stay competitive and continue growing, A1 Supplements needed a dynamic approach that would improve their return on ad spend (ROAS), increase conversion rates, and scale their campaigns without overspending.

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WeAdU’s Strategy and Implementation

To address these challenges, we crafted a highly tailored and multi-faceted Google Ads strategy, using both advanced data analytics and unique optimization techniques designed for e-commerce businesses. Our focus was on improving A1 Supplements’ overall campaign performance while scaling their efforts across a broad customer base. Here’s how we did it:

1. Enhanced Feed-Only PMAX Campaigns In the PMax, we start with one feed-only Asset Groups per product type.That allows us to target the best network in terms of conversion rate, Google Shopping, and gather quality data about people interested in buying our products. It also allows us to show product-specific ads to past visitors via the Dynamic Remarketing feature. Later, once an Asset Group generated enough conversions, we start adding more Assets to expand our reach to other networks (Search, Display, Youtube and Discovery) based on high-quality conversion data.

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2. Granular Product Segmentation for Profitability Given the broad range of products available on A1 Supplements, it was essential to ensure we were optimizing campaigns based on product performance. We utilized granular segmentation to identify which products, brands, or categories were delivering the highest returns.some text
   • High Performers: Products that consistently delivered strong ROAS, such as top-selling protein powders, were left in the PMAX campaign to allow Google’s AI to push them to a wider audience.
   • Low Performers: For underperforming products, we created three-tiered shopping campaigns (high, medium, and low priority) to manage their exposure and control costs more effectively. We placed lower bids on these products but still gave them visibility, allowing us to potentially turn around their performance while minimizing wasted spend.

This strategy helped us focus A1 Supplements’ ad spend on the products most likely to drive revenue while cutting inefficiencies from the lower-performing segments.

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3. Custom Promotions and Dynamic Retargeting To further boost conversions, we crafted custom promotions aligned with A1 Supplements’ seasonal sales and product offerings. Health supplement customers often seek deals, especially during New Year’s resolution periods, Black Friday, or summer fitness preparation. We developed promotion-specific ad campaigns, showcasing time-limited offers and bulk discounts.
   We also implemented dynamic retargeting ads to re-engage customers who had previously visited the site but had not yet made a purchase. By dynamically showing these visitors the exact products they viewed or similar ones, we significantly increased conversion rates. This helped capture more abandoned carts and brought back potential customers who needed a little nudge to complete their purchase.

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4. Leverage Audience Insights and Lookalike Audiences Using audience signals and Google Analytics data, we identified high-value customers based on their purchasing behavior and demographics. We then created lookalike audiences to target new potential customers who shared similar characteristics with existing high-value buyers. This approach allowed us to extend the reach of A1 Supplements’ ads to untapped but likely-to-convert audiences.Furthermore, we used customer match lists to create highly personalized ad campaigns for returning customers. These campaigns promoted complementary products, cross-selling opportunities, and special loyalty offers based on their previous purchases. By focusing on customer retention and increasing the lifetime value of each buyer, we were able to drive repeat purchases at a lower acquisition cost.

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5. Precision Bidding with Automated Rules To ensure A1 Supplements remained competitive without overspending, we introduced automated bidding rules based on real-time performance metrics. By adjusting bids dynamically, we could target the most profitable keywords during peak hours or promotional periods, ensuring A1 Supplements stayed visible without inflating costs. We also used target ROAS bidding strategies for key product categories, which allowed us to focus on high-conversion keywords and products while maximizing ad efficiency. This meant we could maintain a profitable ROAS, even in highly competitive environments, without reducing overall sales volume.

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6. Tailored Ad Copy and Search Ads In the highly competitive world of supplements, relevance is critical. We tailored ad copy and search ads to speak directly to fitness enthusiasts, athletes, and general health consumers, using compelling messaging around A1 Supplements’ unique selling points such as fast shipping, bulk discounts, and their wide selection of top-brand products.
   We regularly refreshed ad copy to reflect ongoing promotions, new product launches, and key health trends, ensuring that A1 Supplements remained relevant and attractive to their audience.

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Results

Through our innovative strategies and tailored approach, A1 Supplements experienced significant improvements in their Google Ads performance. We increased their ROAS by focusing on high-performing categories and strategically managing underperformers, ensuring their ad spend delivered optimal returns. Higher conversion rates were achieved through personalized retargeting, dynamic promotions, and segmented audience targeting, particularly during key sales periods. By leveraging precise segmentation and automated bidding, we improved cost efficiency, reducing wasted spend while growing their customer base. The feed-only PMAX campaigns broadened their reach across Google’s platforms, bringing in new customers and increasing brand visibility without relying on extensive creative assets. Our multi-faceted Google Ads strategy, including dynamic retargeting, audience insights, and precision bidding, helped A1 Supplements scale their advertising efforts, engage new and returning customers, and maintain their leadership in the health supplement market. Let us help you achieve similar results with a data-driven Google Ads strategy tailored to your business needs.

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