The Challenge
The client is a leading British beauty brand (Top 3 UK). The main challenge was scaling sales in a saturated local market and aggressively expanding into EU markets (Germany, France, Italy, Spain). A key requirement was to avoid cannibalizing organic sales and maintain high ROAS despite rising CPM costs.
Momentum Methodology
1. Alpha/Beta Structure (High Intent)
We implemented the standard agency "Alpha/Beta" structure, isolating high-intent keywords. This allowed for precise budget allocation where conversion was certain, while experimentation (Beta) took place with controlled risk.
2. Smart Bidding & 1st Party Data
We moved away from manual bid management. Instead, we integrated product margin data (Margin-based Bidding) directly with Google algorithms (tROAS). The system "learned" not just revenue, but pure profit.
3. Unified International Rollout
We created a scalable campaign blueprint for DE, FR, IT, and ES markets. Instead of reinventing the wheel, we adapted UK-proven structures to local linguistic and purchasing nuances.