CASE STUDY · HAIRCARE · GKHAIR
Reviving a Declining Account to $220K in Sales
GKHair is a global keratin haircare brand selling professional treatment products to consumers and salons. Its Google Ads performance had been sliding for months: spend was steady, returns kept falling, and the account had lost its structure in a crowded market. Logical Gecko audited the account, rebuilt Search and Shopping around the product families and markets that carried the margin, and set a weekly optimization cadence. Over five months, from $92.6K in spend, the account produced $220,000 in sales at a steady 2.38x ROAS with 2.12K conversions.
- Sales$220K
- Ad Spend$92.6K
- Conversions2.12K
The client
GKHair
GKHair is a global keratin haircare brand selling professional treatment products to both consumers and salons across multiple markets.
- Industry
- Global Keratin Hair
- Category
- Hair Care & Beauty, Keratin Treatment
- Market
- Global
- Platform
- Google Ads (Search + Shopping)
- Period
- May 1 to Sep 30, 2022
- Goal
- Stop the decline and rebuild sustainable performance
The challenge
A steadily declining account with no clear cause
Nothing was catastrophically broken, which made the decline harder to diagnose. Performance was leaking across a wide product line, competitive bidding pressure, and campaigns that had stopped being maintained.
- Declining ROAS trend over several months
- Highly competitive professional haircare category
- Broad product line with no priority structure
- Campaign authority and quality scores eroding
- Unclear which products actually drove profit
- Global targeting diluting budget efficiency
Our strategy
How we approached the account
Diagnose the leak
Full account audit across search terms, products, geos, and devices to find where efficiency was actually being lost.
Rebuild around winners
Restructured campaigns around the product families and markets that carried the margin, and cut the rest back.
Stabilize and hold
Set a disciplined optimization cadence so performance stopped drifting between reviews.
What we did
The work behind the numbers
Account Audit
- Search term and query mining across all campaigns
- Product-level profitability review
- Geo and device performance breakdown
- Wasted spend identified and cut
Keyword Strategy
- Keratin and treatment intent clusters rebuilt
- Match type strategy tightened
- Comprehensive negative keyword lists added
- Brand defense campaign separated
Shopping Restructure
- Priority tiers by product margin
- Feed titles and attributes improved
- Low performers capped, not killed
- Best sellers given dedicated budget
Audience Segmentation
- Salon vs consumer intent separated
- Remarketing rebuilt with recency tiers
- First-party contact lists uploaded
- Repeat-purchase cycles targeted
Geographic Efficiency
- Budget concentrated in profitable markets
- Underperforming regions reduced
- Currency and shipping mismatches addressed
- Local competitor pressure accounted for
Ongoing Optimization
- Fixed weekly optimization schedule
- Monthly performance and trend reviews
- Continuous ad copy testing
- Early warning alerts on ROAS drops
The result
$220K in sales and a stabilized 2.38x ROAS
Over five months the account produced $220,000 in sales from $92.6K in spend, reversing the decline and holding a consistent 2.38x ROAS with 2.12K conversions.
Before Logical Gecko
- Month-over-month ROAS decline
- Budget spread across unprofitable products and geos
- No clear product priority in Shopping
- Eroding campaign quality and relevance
- No consistent optimization cadence
After Logical Gecko
- Decline reversed and performance stabilized
- $220,000 in tracked sales over five months
- 2.38x ROAS held consistently
- 2.12K conversions at $43.68 cost per conversion
- Sustainable structure ready for scaling
Key lessons
What other brands can take from this
Decline is usually a maintenance problem
Accounts do not stay optimized. Without a cadence, search terms drift and efficiency quietly erodes.
Not all products deserve equal budget
Margin-weighted prioritization in Shopping recovered a large share of the wasted spend. Our ROAS vs ROI guide shows why margin, not revenue, decides which products deserve budget.
Global does not mean everywhere
Concentrating budget in the markets that convert profitably beat thin coverage across every country.
Stability comes before scale
The account had to hold a reliable ROAS before it was safe to increase spend again.
Keep reading
Related Services and Guides
The services behind this result, and the guides that explain the methods in more depth.
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