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Client X is a South African e-commerce store that specialises in clinically backed skincare products. Their product range includes active ingredients and targeted treatments, many of which fall under Google’s restricted or policy-sensitive categories. As a result, marketing through Google Ads presented both compliance and performance challenges.
increase in Purchases
increase in Revenue
improvement in Cost per Conversions
Client X is a South African e-commerce store that specialises in clinically backed skincare products. Their product range includes active ingredients and targeted treatments, many of which fall under Google’s restricted or policy-sensitive categories. As a result, marketing through Google Ads presented both compliance and performance challenges.
increase in Purchases
increase in Revenue
improvement in Cost per Conversions
Client X engaged Ruby Digital to restructure and grow their Google Ads campaigns for their e-commerce skincare store. While their previous setup included some Shopping campaigns and branded Search campaigns, the account lacked a comprehensive strategy aligned with Google Ads best practices. There was no active presence in high-intent non-branded Search, limited campaign segmentation, and underutilisation of strategic audience signals.
The primary objective was to rebuild the account with a full-funnel strategy that included non-branded Search, better-structured Shopping, and Performance Max campaigns, each designed to drive incremental revenue, improve ROAS, and create a more scalable paid media system.
Our objectives were to:
When Ruby Digital took over Google Ads management in January 2025, the account faced several immediate obstacles:
To stabilise and scale performance under tight policy constraints, we implemented:
Since taking over in January 2025, Ruby Digital successfully restructured Client X’s Google Ads campaigns to overcome ongoing policy violations and restore performance. After an initial dip in February caused by strategic adjustments for compliance, the account saw a strong recovery in March with a 120% increase in conversions and a 261.64% jump in ROAS. This momentum was sustained across April and May, with ROAS consistently above the industry standard and stable monthly conversion volumes. Through precise campaign segmentation, compliant ad messaging, and performance-focused optimisations, Client X was able to maintain profitability and growth in a heavily regulated e-commerce category. The account now operates with a scalable structure that delivers predictable performance across approved product lines, making it resilient to ongoing platform policy changes.
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Ruby Search Solutions (Pty) Ltd trading as Ruby Digital
