EcoPeaCo.
Eco-Friendly Bamboo Baby Diapers & Wipes
See how we restructured EcoPeaCo’s paid search strategy to slash CPA and pivot toward aggressive new customer acquisition.
Key Results
Measurable growth that drives real business impact.
The Situation
EcoPeaCo, a premium provider of hypoallergenic bamboo baby products, was struggling with a common scaling plateau: over-reliance on branded search. When we took over the account, a large percentage of the total ad spend was being funneled into branded keywords, meaning the budget was largely being spent on customers who already knew the brand. With the budget focused primarily on brand, there was virtually no focus on prospecting or new customer acquisition, and Google’s automated tROAS and tCPA strategies were driving up costs without expanding the brand’s reach.
Our Approach
Brand Protection & Efficiency Overhaul
- Migrated brand campaigns from automated bidding to a manual CPC strategy, allowing for granular control and preventing Google from overspending on low-competition brand terms.
- Successfully reduced brand-specific CAC by 85% by eliminating the inefficiencies of "black box" automated strategies in a brand-protection environment.
- Capped brand spend to just 20% of its previous levels, freeing up the majority of the budget for aggressive market expansion.
Advanced Prospecting & Feed Optimization
- Launched new Performance Max (PMax) and Shopping campaigns utilizing a "Feeder Strategy" to systematically identify and scale high-performing non-brand queries.
- Implemented comprehensive Supplemental Feed optimizations across the entire product catalog to ensure best-in-class product visibility and attribute matching.
- Shifted the account focus toward "Non-Brand Prospecting," targeting parents searching for "hypoallergenic diapers" and "eco-friendly baby wipes" rather than just the brand name.
Key Results
- ↳40% reduction in overall CPA while simultaneously scaling non-brand reach.
- ↳85% reduction in CAC for branded search campaigns through manual bid control.
- ↳70% shift in budget allocation from brand-heavy spend to new customer acquisition.
- ↳Best-in-Class Feed Health: Maximized organic and paid shopping visibility through advanced supplemental feed enhancements.
The Impact
By breaking the cycle of brand-heavy spending and optimizing the technical feed, we transformed EcoPeaCo’s SEM account from a retention-only tool into a powerful customer acquisition engine.