Google Ads for beauty and skincare.
Repeat purchase economics, and claims that decide whether you can advertise at all.
The three things this vertical does differently.
The channel mix is the same everywhere. What changes is the feed, the maths and the risk.
The line between marketing and policy
Anti-ageing, healing, curing. Beauty sits next to the restricted-claims boundary, and crossing it takes the account down, not just the ad.
First order is not the whole value
If customers reorder, the first sale can run thinner. But only if you actually know the repeat rate — we ask for it before we set targets.
How people actually search
Buyers search by ingredient and concern, not by your product name. Titles and keywords should follow.
How we approach it
Restricted claims. Supplements with grey health claims we turn down entirely; cosmetics we run carefully.
The teardown looks at the same sixteen things it always does, but the weighting changes. For beauty and skincare brands we spend longer on the feed and on margin maths, because that is where accounts in this vertical usually break — and we say so before you pay anything.
What does not change: campaigns run in your account, on your billing, at 10% of spend, billed weekly with no lock-in. See pricing for the whole contract, or how we run accounts generally.
Send us your store. We will tell you what we would change.
The teardown is free and yours either way, fit or no fit.