Wander Restructures PPC to Lower CAC

The Intervention

Wander Beauty boasts a highly engaged customer base and a refined data segmentation strategy. This enabled precise targeting by user relationship—such as email openers, lapsed 6-month customers, and frequent buyers.

However, a renewed emphasis on acquiring new customers at lower costs led to a shift in targeting strategy. The team explored broad prospecting audiences via Facebook Lookalike and Interest targeting. After testing, we identified a refined subset that consistently delivered both high volume and cost-efficient acquisition.

To support this, we introduced a comprehensive creative testing matrix. This allowed us to identify which creatives resonated best with each audience segment—maximising performance from Wander Beauty’s strong visual assets.

In Paid Search, the account underwent a full restructure. The aim: ensure both brand terms and long-tail product queries—such as [wander beauty baggage claim]—were fully covered. A new generic keyword campaign was also launched, not for everyday efficiency, but to boost volume during peak promotional windows like July 4th. This allowed the brand to flexibly scale when additional ROAS margin was available.

SEM & Shopping

The original account structure lacked comprehensive keyword coverage for Wander Beauty’s full product catalogue. Our first priority was to ensure every product had dedicated keyword representation. This approach boosted both sales and revenue—by activating previously untargeted inventory and increasing click-through and conversion rates through better alignment between ad copy, landing pages, and search intent.

Additionally, Core Brand terms were underrepresented across match types. We built out supplementary campaigns to ensure full brand coverage. This allowed us to capture more high-intent queries and perform more frequent, high-volume keyword harvesting.

To balance the performance between high-ROAS and lower-ROAS inventory, we introduced strategic bid automation:

• Target Impression Share bidding was applied to Core Brand campaigns, set at 100%, ensuring Wander Beauty consistently appeared for branded search queries.

• For non-brand campaigns and Google Shopping, we applied Target ROAS bidding, allowing more flexibility to pursue lower-efficiency inventory during peak opportunities while maintaining overall ROAS goals.

This combination allowed us to maximise total revenue while remaining within profitability targets.

Facebook

The legacy Facebook campaign setup was inefficient and failed to leverage modern features like Campaign Bid Optimization. Although Wander Beauty had a rich library of high-quality creative, very little testing had been performed.

Our first step was to implement a comprehensive creative testing matrix to evaluate which assets resonated best with specific audience segments. Results showed that tutorial-style content consistently drove the strongest performance—for example, video walkthroughs showcasing product application.

We also reassessed the audience segmentation strategy, developing a more structured approach based on the user’s position in the sales funnel. This enabled effective top-funnel prospecting, while ensuring that retargeting efforts supported acquisition costs by converting warm users efficiently. The restructured approach allowed us to scale intelligently across Facebook while maintaining a balanced cost structure.