The Belle Brush - PPC Case Study



The Belle Brush was developed by Nancy Cavanagh, an Irish hair stylist and salon owner, who noticed a lack of a single brush that could meet the needs of her hair extension clients. She created The Belle Brush to fill this gap in the market, and since its release in 2017, it has been well-received by those who wear hair extensions, who appreciate its ability to detangle, blow-dry, and style their hair. Their mission is to create haircare that lengthens the life of extensions, wigs and hair pieces while also protecting the users natural hair.

Known for its unique design and its ability to meet the needs of hair extension wearers, The Belle Brush has quickly gained popularity since its release and now the company is looking to build on that success by introducing new products and expanding its reach to a wider audience. In addition to being available in certain stores and salons throughout Ireland, The Belle Brush products can also be purchased directly on their e-commerce website.


VROOM was assigned the task of enhancing The Belle Brush’s digital channels to capitalise on the potential for acquiring new and repeat customers through digital platforms such as PPC (Google Ads). This was aimed at growing their ecommerce business and increasing revenue from digital channels. Our focus was on utilising Paid Search and Google Shopping to drive growth by scaling the revenue The Belle Brush were generating through this platform, while maintaining a high profit margin from the activity. To achieve this, we carried out a number of testing opportunities across campaign structure, bid strategies, ad messaging and keyword lists.


Account and Campaign Audit: Our first step was to carry out an account audit on their existing Google Ads campaigns. We recognise the significance of adhering to best practices on PPC platforms, so we used this audit  to determine which elements were successful and which were not.

This allowed us to pinpoint both short-term and long-term projects that would improve the overall performance of the account.


Testing: We identified various testing opportunities that we can capitalise on, for instance, comparing the effectiveness of a top-down consolidated account structure versus grouping products together based on their historical performance (e.g. separating high-performing products from low-performing ones).

The outcomes from these tests have guided our strategy and approach moving forward.


Reactive Turnaround Time: We acknowledge that there are situations where swift action is necessary to help our clients reach their goals.

Working closely with The Belle Brush we made sure to implement our campaigns within a predetermined time frame, particularly around new product launches, which is an integral component of our service level agreements with our clients.


A Focus on Conversion Value: As we aim to make the most of the media budget, and with The Belle Brush’s priority on revenue growth, we concentrated on creating PPC campaigns that generated high conversion value in terms of transactions.

Including, utilising Value Based Bidding models. As part of our audit process, we also performed thorough checks on conversion tracking to guarantee accuracy and this also included the use of Google’s Enhanced Conversion product.

Upgraded Shopping Campaigns & Performance Max Development: When we took on the account shortly after Smart Shopping campaigns were transitioned to Performance Max and started to handle Shopping Ads, we faced the added challenge of ensuring a seamless transition without interruption to performance. To address this, we implemented a strategic upgrade to their Performance Max campaigns by focusing on high-performing products on Google Shopping and enhancing product titles for increased visibility.


We were able to achieve a high return on ad spend (ROAS) from this campaign even during a period of uncertainty during the transition by working effectively with Google’s machine learning algorithms. We continuously test and evaluate the Performance Max audience signals to ensure we are providing the best value, as well as creating targeted campaigns that allow us to expand high ROAS products while working to improve profitability of lower ROAS products.


Working in Tandem with Other Channels: Taking into account other marketing efforts carried out by The Belle Brush, through close communication we were able to use this to enhance their performance on Google Ads. For example, by combining the power of influencer marketing with our Google Ads campaigns, we are able to reach a broader audience and drive more conversions.. We also measure and analyse the performance of these campaigns to make data-driven decisions on how to optimise and improve the performance of our own campaigns, outside of times where influencer marketing is being used.


Reporting: We provide comprehensive monthly reports with in-depth analysis to discover opportunities for enhancement and expansion. By utilising a data-driven approach, we generate actionable insights that are integrated into the campaigns for continuous improvement.

Team: The account is managed by a highly specialised and multidisciplinary team, which draws inspiration and knowledge from similar accounts they have worked on in the past and present. This allows The Belle Brush to benefit from the agency and team’s experience and expertise in the industry and broader e-commerce field.






PPC Ad Spend


Ecommerce revenue directly from PPC

The Conclusion

The Conclusion

We have seen incredible growth and improvements in efficiency, with PPC playing a vital role in The Belle Brush’s digital marketing strategy, particularly in terms of conversion value and return on ad spend (ROAS) in the funnel.

The Belle Brush

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