About the Client
Bio-Essence is a global skincare brand combining biological science with high-efficacy actives, powered by its Bio-Energy Complex™ to enhance skin repair, renewal, and oxygenation for radiant, youthful skin.
With a legacy in Singapore and Malaysia, the brand’s objective in India was to scale marketplace growth while maintaining efficiency, brand credibility, and long-term profitability.
Challenges
As Bio-Essence scaled within a highly competitive beauty marketplace, it faced multiple performance challenges that limited efficiency and sustainable growth:
1. Limited Spread Across Targeting Types
Keyword targeting dominated spending, while automatic, competition, and cross-category targeting were underleveraged.
2. Placement & Spend Leakage
Certain placements and campaigns were spent without achieving proportional conversions, which impacted the overall ROAS.
3. Scaling Without Diluting Efficiency
The key challenge was to scale orders and sales while improving CVR and ROAS.
4. Catalog & Visibility Gaps
Product listings and creatives required optimization to compete effectively in high-intent and competitive beauty categories.
Strategy:
To drive scalable growth while protecting efficiency, Cybez implemented a funnel-first, targeting-diversified Amazon growth framework focused on prospect expansion, targeting intelligence, and controlled scaling.
1. Audience & Funnel Rebalancing
- Revenue distribution was strategically shifted from a retargeting-heavy model to a prospect-led growth mix between July and December 2025.
– Prospect contribution increased to 53.2%
– Retargeting stabilized at 46.8%
Jul’25
Dec’25
- This ensured consistent new customer acquisition while maintaining conversion efficiency and reducing over-reliance on remarketing.
2. Targeting Diversification & Demand Expansion
- Revenue contribution expanded across Generic, Automatic, Product, and Audience targeting.
- Mid-funnel and generic keywords began contributing meaningfully to incremental scale —generic, auto, competition, and cross-category, reducing over-dependence on remarketing.
3. Targeting & Keyword Intelligence
- Deep analysis of YTD and recent keyword performance to identify high-ROAS, low-spend keywords and strategically increase CPCs.
- Shifted broad terms performing consistently well into exact types, and ran relevant but low-converting terms in phrase match with controlled bids.
- Built separate campaigns by keyword relevance, conversion history & product type, avoiding overcrowded ad groups.
- Expanded search terms with high CVR but low impressions into separate campaigns & broad modifier match types to leverage the underpenetrated strong queries & scale up the brand with efficiency.
4. Campaign & Format Optimization
- Strengthened Sponsored Products (SP) dominance while selectively using Sponsored Brands (SB & SBV) for aggressive visibility on top-converting keywords.
- Expanded self-defense and competition campaigns, especially for bestsellers and high-ranking competitor products.
- Controlled leaking placements and gradually reduced inefficient automatic spending, reallocating budgets to high-intent generic searches.
5. Category Expansion & Cross-Targeting
- Launched new campaigns for cross-selling categories around skin tightening and anti-ageing adjacencies such as face-lifting devices, masks, massagers, anti-ageing, and wrinkle-removal tools.
- Built product clusters based on ingredients, skin concerns, and category relevance to improve discovery and conversion.
- Created anti-ageing, skin tightening, firming, wrinkles keyword clusters using last 90 to 180 days search data to target all relevant products together.
- Deep data analysis to find winning competition & cross-category brands & target them via separate campaigns & regular optimization to scale with efficiency.
6. Scaling with Control
- Gradual scale-up of winning campaigns with defined minimum, winning, and maximum CPC & ROI thresholds.
- Close monitoring of impression-led performance for new campaigns with limited budgets before scaling.
- Ensured inventory readiness, especially for bestsellers, aligned with demand projections.
7. Catalog & Content Optimization
- Did competition analysis & shared suggestions for improving product listings to clearly highlight ingredients, benefits, and seasonal relevance.
- Refreshed SB creatives regularly to maintain performance and relevance.
8. Stronger New Launch & Category Scale
- Validated Launches: New product launches were tested through auto and impression-led experiments.
- Winning products were then scaled through manual campaigns, with learnings systematically applied across categories & targeting to scale with conversion consistency.
Results Overview
Through a structured re-engineering of campaign formats, targeting mix, and product & placement strategy, the brand achieved significant scale over 6 months from July to Dec ’25 while maintaining & increasing efficiency.
1. Ad Revenue Growth: Ad Revenues increased by 145%, highlighting strong momentum driven by optimized targeting and increased visibility.
2. Ad Order Growth: Ad Orders increased by 137%, reflecting strong conversion gains and effective campaign scaling.
3. Conversion Rate Growth (July–December ’25): CVR improved by 36.8% in December, indicating stronger traffic quality and optimized campaign execution.
4. Click Growth: Clicks increased by 189%, reflecting aggressive scale with strong demand capture.
5. CPCs reduced by 17% over a period with continuous optimization of campaigns while sustaining higher volumes even during peak periods.
Key Takeaways
- 145% revenue growth was achieved from July to December, driven by structured funnel optimization and improved demand capture.
- 137% increase in orders reflecting stronger conversion efficiency at scale.
- 189% growth in clicks, indicating significant visibility and reach expansion through controlled scaling.
- 36.8% improvement in CVR, proving higher traffic quality and better intent matching.
- Higher revenue % contribution from prospect at 53.2% and retarget at 43.8%, enabled sustainable growth, higher new to brand customers without over-reliance on remarketing.
- CPCs decreased by 17% of July’s levels, sustaining efficiency even amid significant volume growth.
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