About Besame Cosmetics
Besame Cosmetics is a premium beauty brand founded by Gabriela Hernandez, born out of a passion for both history and glamour. Based in the U.S., Besame revives timeless archival shades and formula earrings, lips, face designed with elegance, authenticity, and sustainability in mind. Every product is meticulously crafted in collaboration with top biochemists, curated to honor heritage while meeting modern performance standards.
After years of building a loyal following through their distinct vision and devotion to quality, Besame wanted to scale more effectively online. They had been through a few agencies that weren’t able to integrate into their operations in the same way. Direction often felt unclear and distant, performance lagged, and sales needed a turnaround. To achieve this, they partnered with Touchpoint PPC to bring clarity, focus, and consistent growth through Google Ads.
The Starting Point
When Besame Cosmetics first partnered with us, their Google Ads performance had stalled. Despite a strong brand story and loyal customer base, campaigns lacked the structure and focus needed to scale. Sales were heavily reliant on existing customers, new acquisition had slowed, and ad spend wasn’t translating into profitable growth.
They had worked with a few different agencies before, but direction always felt unclear and disconnected. Campaigns weren’t integrated with their operations, top performing products weren’t being prioritised, and budget was leaking into areas that didn’t move the needle.
Besame needed a clear strategy, tighter execution, and a partner who could turn their account around. Over the next 18 months, we rebuilt their Google Ads from the ground up, creating a scalable system that delivered $900K in revenue at 9.3x ROAS while consistently acquiring new customers and maximising the visibility of their best selling products.
- 9.3x ROAS Achieved
- $900K Revenue Driven
- Thousands of New Customers Acquired
- Consistent Sales Growth Across Core Products
Google Ads is now Besame Cosmetics’ most profitable channel driving consistent acquisition, scaling their best selling lines, and delivering sustainable long term growth.
Nice people, Great results Our team is on top of the latest with Google and Meta and have responded to our needs and questions to build high performing campaigns and results. Friendly and easy to work with.
Amy Collins, Marketing Manager at Besame Cosmetics.
The Challenge
When Besame Cosmetics came to us, their Google Ads setup wasn’t supporting profitable growth. The problems were clear:
- Stalled Sales Growth campaigns were heavily reliant on existing customers, with little focus on new acquisition.
- Unclear Strategy previous agencies failed to integrate with operations, leaving direction unclear and disconnected.
- No Product Prioritisation best-selling products weren’t being highlighted, while weaker SKUs absorbed too much budget.
- Inefficient Campaign Structure spend was spread thin across broad campaigns without a clear growth framework.
- Weak Optimisation Merchant Center feed and Shopping campaigns lacked the refinements needed to scale profitably.
In short, Google Ads had become a maintenance tool, not a growth engine.
Our Approach
We rebuilt Besame Cosmetics’ Google Ads strategy with a focus on clarity, efficiency, and scaling what works:
- Campaign Rebuild separated branded and non-branded activity to measure new customer acquisition properly and stop ROAS inflation.
- Hero Product Focus shifted budget toward top-performing cosmetic lines while reducing spend on underperforming SKUs.
- Feed Overhaul rewrote product titles and descriptions with keyword-rich copy, added reviews, and synced promotions for higher visibility.
- Testing Framework used DataFeedWatch and structured A/B testing to refine product data and continuously improve results.
- Data-Driven Allocation built a clear reporting framework to track every dollar and direct spend toward the campaigns delivering the highest returns.
This transformed Google Ads from a flat, underperforming channel into a $900K growth engine delivering 9.3x ROAS.
Results
The transformation was immediate. By focusing spend on hero products, overhauling the feed, and creating a clear structure for growth, Google Ads went from underperforming to Besame’s most profitable channel:
- $900K in Revenue Driven
- 9.3x ROAS Achieved
- Thousands of New Customers Acquired
- Consistent Scaling Across Core Cosmetic Lines
Google Ads is now a sustainable growth engine for Besame Cosmetics delivering profitability, repeatability, and the foundation for long term scale.
Key Takeaways
From our work with Besame Cosmetics, here are the biggest lessons for any eCommerce brand plateauing on Google Ads:
- Separate branded and non branded campaigns to see true new customer performance.
- Prioritise your hero products and stop wasting budget on underperformers.
- Optimise your product feed with keyword-rich titles, reviews, and promotions to boost both paid and free traffic.
- Adopt a testing mindset use data and iteration to refine campaigns and scale with confidence.
Do these four things, and you’ll be ahead of most advertisers.
Want the Same Results?
We helped Besame Cosmetics turn a flat Google Ads account into a $900K growth engine at 9.3x ROAS.
If you’d like us to do the same for your brand:
We’ll show you exactly where your account is leaking money and how to fix it giving you a clear roadmap for profitable scale.
