26 Apr
Let me tell you a quick story about Twisted Allure.
They had a good thing going.
Started small…selling spooky, handmade bath products on Etsy.
Over time, they shipped out over 13,000 products and earned a loyal fanbase.
They weren’t just another soap brand… they had a cult following.
But like a lot of smart business owners, Lisa (the founder) realized something:
👉 Etsy was eating into their profits.
👉 They had no real control over their customer data.
👉 Scaling inside a marketplace was like trying to sprint through quicksand.
Breaking Free from Etsy and Building Their Own Brand
So, in 2019, Twisted Allure made the jump.
They launched their own Shopify store, no middleman, no marketplace drama.
Their first traffic sources?
• Facebook Ads
• Influencer marketing
Simple backend too — just basic email automations and weekly blasts.
But there was still one huge piece missing:
Google Ads.
They had never touched it.
No campaigns. No data. No footprint.
That changed in September 2023.
We teamed up with them to launch their first-ever Google Ads campaigns.
The mission?
➡️ Build the foundation right (Google Ads account structure)
➡️ Tap into their customer base with retargeting-first strategies
➡️ Get profitable — and get consistent — without blowing the budget
How Google Ads Became the Game-Changer for Twisted Allure
Fast forward to July 16th, 2024 — about 10 months later — and the results were insane:
💥 $50.8K in Google Ads investment turned into $992K in total sales.
Not bad for their first run, right?
And just to give you a little more background on Twisted Allure:
• Based out of California
• Entirely online, direct-to-consumer
• Every product is handmade, organic, and created in-house — from manufacturing to shipping to customer support
Lisa started this whole thing back in 2014, selling spooky soaps at local fairs.
Now?
It’s a full-blown e-commerce brand with its own die-hard fanbase.
And this Google Ads campaign became a major growth lever that helped fuel their next big jump.
The Challenges We Had to Tackle (and When They Showed Up)
When we first launched Google Ads for Twisted Allure, the mission was clear:
👉 Increase ROI.
👉 Generate a consistent volume of sales.
Simple in theory — but as every serious marketer knows — making it happen takes some finesse.
For the first 6 months, that was our battleground:
Building momentum, getting predictable results, tightening the sales machine.
But after 6 months?
The game changed.
We hit the next level of challenge:
How do we optimize for new customer sales — while keeping costs tight and scaling smarter?
Because it’s one thing to sell to your loyal fans.
It’s another to go out, find strangers… and turn them into customers profitably.
And that’s exactly what we focused on next.
The Strategy That Turned Google Ads Into a Growth Engine
We didn’t just throw campaigns at the wall and hope something stuck.
Here’s the battle plan we rolled out:
• Search Brand Campaign to start building warm, high-intent audiences.
• Segmented Google Shopping Campaigns — broken down by High, Medium, and Low funnel stages, each tailored for where the customer was in their journey.
• Performance Max Campaigns — to flood the market with Twisted Allure’s presence across YouTube, Display, and beyond… reaching prospects BEFORE they even knew they needed spooky soap in their life.
Each move was methodical.
Each campaign had a role.
And every dollar had a job to do.
Dialing in the Perfect Audience
We weren’t just targeting anyone and everyone.
We went after the right people — the ones most likely to fall in love with Twisted Allure’s vibe.
Here’s how we built our audience signals:
• Body Care for Women
• Gothic Skin Care
• Makeup for Women
• Body Care Enthusiasts
• Sugar Scrubs Fans
• Goth Fashion Lovers
• Body Wash Shoppers
• Pinterest Users (because that’s where visual shopping decisions get made)
Demographics Focus:
• Gender: Female
• Age Range: 18–44
We knew exactly who we wanted — and we made sure our ads showed up right where they were hanging out.
Key Actions We Took to Stack the Wins
Execution is everything.
Here’s exactly what we rolled out:
Segmented Shopping Campaigns: High, Medium, and Low funnel keyword targeting to control the sales journey better.
Branded Search Campaign: Fast-tracked building custom audiences for stronger retargeting.
Performance Max Campaign: Boosted omnipresence across multiple placements — YouTube, Display, and Shopping — without losing sight of profitability.
Website Visitor Segmentation: We didn’t just retarget everyone.
We separated website visitors based on purchase behavior — focusing heavier spend on those most likely to convert.
How We Hit (and Blew Past) Twisted Allure’s Goals
It didn’t take long for the numbers to start telling a different story.
Within just 8 weeks, we nailed our first big goal:
✅ Increasing ROI
After that?
✅ Consistent sales volume started locking in and trending upwards.
Here’s a quick snapshot:
• 79.7K clicks
• $5.65 cost per conversion
• 8.18K conversions
• Average CPC: $0.65
As Twisted Allure started to dominate in retargeting and high-intent searches, we strategically ramped up their ad spend, especially into the Prospecting Display Network via Performance Max.
Naturally, this caused a slight increase in cost per conversion… but the trade-off?
More eyeballs. More new customers. More brand equity stacking.
Then came the next goal: reducing the cost for new customer sales.
Here’s what we pulled off:
• 34.8K clicks
• $22.5K spend
• 3.73K conversions
• $372K in conversion value
More importantly:
• Average CPC and weekly cost dropped by 58%
• Website traffic actually grew (even while spending less)
• Conversion rate held strong — didn’t just survive the cuts, actually got tighter.
When you engineer campaigns properly, scaling doesn’t mean blowing out costs.
It means controlling your costs while expanding your footprint.
What Lisa Had to Say About It
“We are incredibly grateful for their hard work, dedication, and the remarkable outcomes they have delivered. We couldn’t be more thrilled with the results we’ve achieved since partnering with Marketing 180. They meticulously crafted and executed a comprehensive marketing strategy that truly resonated with our target audience. The team’s data-driven approach, combined with their innovative thinking, has transformed our marketing efforts and, by extension, our business.”
~ Lisa Forchette, Founder of Twisted Allure
What We Learned Along the Way
Here’s one major takeaway:
If you’re a brand with solid SEO roots and returning customer pools already in place.
You’re going to scale WAY faster with PPC than a fresh startup trying to build everything from scratch.
In Twisted Allure’s case, it was like lighting a match on dry wood.
Another golden lesson?
Brand search campaigns = pure gold for smart brands.
Here’s why:
• Brand keywords = extremely relevant = high Quality Scores
• High Quality Scores = lower CPC + better ad positions
• People searching for your brand already = high intent buyers (aka conversions galore)
• You control your brand name at the top of Google — no competitors stealing your customers
• Organic SEO changes? SERP shifts? No problem. Branded ads keep your visibility stable.
The Future Playbook for Twisted Allure
Now that the foundation is locked in, the next phase is aggressive:
➡️ Custom creatives for YouTube and Display
➡️ Scaling brand awareness even harder
➡️ Fueling new customer acquisition to expand the overall consumer base
More eyeballs. More new fans. More loyal customers for Twisted Allure.
Quick Recap: How We Scaled a Niche E-Commerce Brand with Google Ads
Twisted Allure had the right seeds planted already:
• Solid SEO
• Returning customer pools
• Strong brand presence
Our mission was clear:
• Tap into their audience through retargeting-first campaigns
• Layer in Search Brand Campaigns to build custom audiences
• Roll out High, Medium, and Low Funnel Google Shopping Campaigns
• Leverage Performance Max to dominate Display and YouTube
And the results?
• Dropped CPC and weekly spend while scaling traffic
• Conversion rates stayed strong
• New customers pouring in consistently
Want This Kind of Growth for Your Brand Too?
We’ve scaled over 250 eCommerce brands using Google Ads strategies like these.
If we can help a niche, spooky soap company almost crack 7 figures off a $50K ad budget…
Imagine what we can do for your brand.
Our team is packed with Google Ads experts who actually care about your growth — not just your ad budget.
If you’re ready to:
• Grow your sales
• Build brand authority
• Own your market
Then it’s time we talk.
Get in Touch With Marketing 180
📞 Phone: (386) 301-6625
📧 Email: info@marketing180.com
🌎 Website: www.Marketing180.com
