After a period of setbacks and slowing growth, Babyface turned things around with their new Google Ads agency. In an increasingly tough market where competition continues to rise, the e-commerce business struggled to gain momentum and maintain results from its search advertising. That’s why Tindra Ramsin made the switch to Brath.
Tindra Ramsin, founder and CEO of Babyface, had watched the results from her Google Ads efforts slowly but steadily decline. Where growth had once been steady and profitable, progress had stalled — ads were becoming more expensive, and revenues were no longer increasing. When her previous agency seemed unable to keep the account profitable, she realized it was time for a change.
“Where we previously saw no growth from Google, we are now seeing a thirty percent increase compared to last year,” says Tindra Ramsin. “I needed a Google Ads agency I could trust.”
Turning around a declining account is a complex task. The work is twofold: Brath has built a completely new account structure — the long-term solution. At the same time, their specialists have extracted keywords from larger campaigns to create so-called Single Keyword Ad Groups (SKAGs). By placing the best-performing keywords into their own dedicated ad groups, it’s possible to target much more precisely with the ads, which in turn drives increased sales.
With momentum now heading in the right direction, it’s time for Babyface to accelerate. There are many competitors investing heavily in the same segment — Babyface offers professional skincare products to private customers, making it possible to access salon-quality treatments at home. This has naturally been a strong business model during times of societal shutdowns, and Tindra has no plans to slow down. She intends to continue accelerating with Google Ads.
“It’s clear that it’s working,” she continues, “so I see no reason to hold back. Now it’s time to grow. It was a struggle to turn the advertising around from where it was, but now all the arrows are pointing upwards.”
Babyface
Babyface was founded by Tindra Ramsin in 2012 and has since been selling skincare products to those seeking higher quality. The development moved forward strongly until 2018, when it came to a halt. With a new, serious focus on Google Ads, they have managed to turn things around significantly and are now on the brink of reaching the top.
Magnus Bråth
CEO
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.