From Browsing to Buying: Mented Cosmetics Boosts Conversions 108% Across Google & Bing
From Browsing to Buying: Mented Cosmetics Boosts Conversions 108% Across Google & Bing
Mented Cosmetics, an inclusive beauty brand serving women of color, needed to increase conversions and ROAS through refined paid search strategies that spoke directly to their unique audience.
+78%
ROAS Lift on Google Ads
+108%
Surge in Conversions
The Goal
✔ Maximize ROAS across Google and Bing
✔ Improve ad efficiency for top SKUs
✔ Increase conversions through smarter keyword + creative targeting
The Solution
SKU-Level Smart Shopping Restructure
Rebuilt campaign structure to optimize around best-sellers, applying negative keywords and bid adjustments to minimize wasted spend.
Inclusivity-Focused Product Messaging
Enhanced product titles and descriptions to spotlight shade inclusivity, undertone accuracy, and skin tone matches—especially for high-intent searchers.
Branded Strategy Testing Across Platforms
A/B tested smart bidding vs. manual bidding across branded and non-branded keywords to refine performance.
The Result
+78%
ROAS Lift on Google Ads
Campaign rebuilds and refined keyword targeting drove a 78% ROAS lift on Google.
+108%
Surge in Conversions
Conversions more than doubled as ads became more relevant, visible, and efficient for their core audience.