Scaling Success for Island Supplements with Google Ads

About Island Supplements

Island Supplements is a trusted online retailer offering a wide range of nutritional products designed to help customers achieve their fitness goals. With a focus on providing affordable, high-quality supplements and exceptional customer service, Island Supplements has built a reputation as the "One-Stop Shop for Supplements." Their knowledgeable staff is dedicated to helping customers find the latest and best products in the health and fitness market, making Island Supplements a go-to destination for sports nutrition.

Notre approche

Island Supplements had a solid foundation in Google Shopping campaigns and was seeing consistent success. However, they wanted to scale up their online presence without sacrificing their strong return on ad spend (ROAS). The challenge was to continue growing their sales volume while maintaining their profitability, particularly in a highly competitive supplements market where keywords and bids can quickly escalate costs.

Additionally, managing a large product catalog posed the challenge of identifying which product categories were driving profitability and which were underperforming. Island Supplements needed a strategy that would allow them to optimize their advertising efforts, scale effectively, and avoid overspending.

‍

WeAdU’s Strategy and Implementation

‍

To address these challenges, we developed a comprehensive Google Ads strategy tailored to Island Supplements’ specific business goals. Our approach focused on scaling their campaigns while maintaining ROAS, optimizing their product visibility, and leveraging advanced ad techniques to improve campaign efficiency.

1. Feed-Only PMAX Campaigns for Targeted, Category-Specific Growth 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.

‍

2. Precision Audience Targeting with Health-Conscious Segmentation The health supplements market is segmented by niche audiences—athletes, fitness enthusiasts, and wellness consumers each have different needs and buying behaviors. To capitalize on this, we incorporated audience signals that focused on specific consumer behaviors and demographics, such as frequent buyers of fitness supplements or people with an interest in clean eating and wellness.
   We also utilized custom intent audiences that targeted people actively searching for supplements or fitness solutions, ensuring that Island Supplements' ads reached users with a high likelihood of converting. This audience targeting strategy not only drove more qualified traffic but also improved conversion rates by connecting the right products with the right customer segments.

‍

3. Dynamic Retargeting to Capture Repeat Customers and Abandoned Carts Health supplements often involve repeat purchases, as customers restock their favorite products or try new formulations. We implemented dynamic retargeting ads to reconnect with customers who had visited the website but hadn’t completed a purchase. By showing them the exact products they viewed or suggesting complementary products, we drove more conversions from previous visitors.
   In addition, we created loyalty-focused retargeting campaigns for customers who had already purchased from Island Supplements, promoting new products, bulk discounts, or subscription options to encourage repeat purchases.

‍

4. Scaling Up with Tailored Bidding for Seasonal and Promotional Periods The health and fitness industry is highly seasonal, with peak demand periods around the New Year, summer, and holiday seasons. To maximize Island Supplements' profitability, we implemented seasonal bidding strategies that aligned with high-demand periods. By increasing bids for competitive keywords like “best pre-workout” or “protein powder deals” during January’s fitness rush, we ensured that Island Supplements captured the surge in search volume when consumers were most likely to convert.
   During promotional periods, such as Black Friday or summer sales, we used target ROAS bidding to balance volume with profitability, ensuring that we scaled their campaigns effectively while maintaining a healthy ROAS.

‍

5. Leveraging Product Reviews and User-Generated Content to Boost Conversions In an industry where trust is critical, we worked with Island Supplements to incorporate product reviews and user-generated content into their Google Ads strategy. We integrated product ratings and reviews into their Shopping ads to increase consumer confidence and encourage conversions. This strategy helped differentiate Island Supplements from competitors by showcasing the high customer satisfaction associated with their products.

‍

Results

Our tailored approach delivered significant improvements in Island Supplements’ Google Ads performance by increasing ROAS through category-specific PMAX campaigns and precise bidding strategies, allowing them to scale their ad campaigns while maintaining profitability. We drove higher conversion rates by implementing audience signals, dynamic retargeting, and loyalty campaigns, engaging both new and repeat customers. Improved cost efficiency was achieved by segmenting high and low-performing products, reducing wasted ad spend, and focusing on top-selling items. Additionally, by leveraging custom intent audiences and targeted bidding during key seasonal periods, Island Supplements expanded their reach and increased overall sales volume. Our data-driven strategy helped them grow their business and maintain a strong ROAS in a highly competitive market, demonstrating the effectiveness of PMAX campaigns, granular product segmentation, and advanced audience targeting. Let us help your business achieve similar results with a customized Google Ads strategy designed to scale your campaigns efficiently and optimize ROAS.

‍