Volition

Volition is a digital-first private-label beauty brand known for its uniquely collaborative product development model. Product ideas are crowdsourced from real users, vetted by experts for feasibility, and then launched as community-driven campaigns. Successful concepts graduate into Volition’s permanent skincare lineup.

The Problem:

The goal was to increase daily DTC sales while improving traffic quality across product detail pages. However, Volition faced several critical challenges:

  • Rising cost per conversion:
    High CPCs and inefficient bidding strategies were driving up acquisition costs, hurting profitability.

  • Declining month-over-month sales:
    Without strategic optimization, their digital revenue was slipping steadily.

  • Under-optimized campaigns:
    Campaigns lacked proper structure, audience signals, and funnel alignment, resulting in poor ROAS.

  • Incorrect audience targeting:
    Ads were not reaching the right buyers at the right stage—leading to wasted spend and low conversion intent.

Solution:

  1. Marketing-Goal–Aligned Campaign Restructure
    We rebuilt the Google Ads account to match Volition’s funnel – from awareness to purchase – ensuring each campaign had a clear objective and KPI.

  2. Audience, Keyword & Feed Optimization (GMC)
    Targeting signals, keywords, locations, and product feed attributes were refined based on Google’s best practices to maximize ROAS and traffic quality.

  3. Segmented Campaigns by Product Category

    We launched separate campaigns tailored to product type and performance:

    • Hero Products – high demand, high margin

    • Medium Sellers – growth opportunity

  4. Competitor & Remarketing Campaigns
    New search competitor campaigns and display remarketing sequences were created to re-engage cart abandoners and recent visitors.

Outcomes & Impact:

Higher profitability with lower costs:

Conversion rates improved significantly, while cost per conversion dropped by 25% overall.

 

Successful sell-through across product categories:

Hero products sold out, dead stock was cleared efficiently, and medium-selling products saw notable revenue growth.

Reduced cart abandonment:

Display remarketing recovered lost shoppers and strengthened lower-funnel performance.