How Parfumado Scaled New Customers While Slashing Acquisition Costs
The Challenge
Parfumado, a fast-growing fragrance discovery & ecommerce platform partnered with High Growth Digital to turn Google Ads into a scalable, data-driven growth channel across key markets.
Before partnering with High Growth Digital, Parfumado faced a few core challenges:
- The biggest concern was that new customer acquisition from Google Ads plateaued while customer acquisition costs increased significantly in core markets UK, NL, BE, SE, DK
- Campaigns were generating traffic, but conversion rates were low
- Conversion tracking between Google Ads and GA4 was not fully aligned, impacting bidding & measurement accuracy.
The Solution
High Growth Digital developed and implemented a full-funnel optimization strategy focused on structure, data, and performance.
Rebuilt Campaign Architecture
Clear segmentation between branded, non-branded, and Pmax campaigns to maximize efficacy and efficiency
Smart Bidding Strategy
Transitioned to value-based bidding (tROAS / Maximize Conversion Value) to drive more efficient growth.
Continuous Experimentation
Launched creative, keyword, sub-channel and audience tests to uncover incremental performance improvements.
GA4 Integration
Established GA4 as the central performance source, ensuring accurate conversion tracking for smarter bidding.
This approach turned Google Ads into a reliable, scalable growth engine optimized for both short-term performance and long-term learning by continuous experimentation.
Business Impact
Within 2 months of data-driven optimization, Parfumado achieved strong improvements across key metrics:
+43%
Increase in new Non-Brand Subscriptions
+30%
Overall Impovement of Customer Acquisition efficiency
+70%
Increase in Brand Search CPA efficiency
30%
Decrease in Cost per Conversion
These results demonstrate how a structured, data-led approach can unlock significant growth potential for eCommerce brands.