asambeauty
How asambeauty taught Performance Max which purchases matter
About
Founded in 1963, Asambeauty blends tradition and innovation to create high-quality, grape-powered skincare.
Industry
Cosmetics & Skincare
Company Size
500-1000 Employes
Headquarters
Unterföhring, Germany
Annaul Revenue
€120M
Challenge
Performance Max gave asambeauty reach but took away control. Every purchase entered the auction with the same value, so the algorithm optimized toward the easiest conversions: mostly existing and returning customers.
Solution
Use Innkeepr Conversion Signals to weight each purchase by its incremental contribution before it reaches Performance Max, so bidding focuses on purchases the ad actually changes.
Results
New customer ratio 35.5% higher vs. control.
Customer acquisition cost 34.9% lower vs. control.
ROAS 5.1% higher vs. control.
A grape-based skincare brand in more than 26 countries
asambeauty sells skincare and cosmetics across retail, e-commerce, and teleshopping, with most of its Google budget running through Performance Max. Customer data is spread across channels and brands. With Innkeepr, the true value of a conversion now reaches Google’s bidding.
Every purchase looked the same to Google
In Performance Max, a purchase from a loyal customer and a purchase from a first-time buyer carried the same value. The algorithm did what it was built to do and bought the conversions that were easiest to get. The value differences between channels and brands were large, but none of them reached Google’s bidding.
Weighting conversions by incremental contribution
Innkeepr adjusts the value of every purchase by how much the ad contributed to it before the conversion is sent to Performance Max. Purchases the brand would have won anyway carry less weight. The Conversion Signals run continuously across the main product lines, including Magic Finish and Aqua Intense, and update as behavior changes. Segments and value logic sit in Innkeepr, so the SEA team changes them without engineering support. Iterations went from release cycles to same-day changes.
“Innkeepr’s ability to adjust our PMax bidding with conversion signals lets us refine and scale our campaigns in ways we never could before.”
Lisa Bachmann, Lead Manager SEA
asambeauty
Same budget, more new customers
asambeauty ran the A/B test several times with unchanged budget, campaigns, and creative. Every run landed in the same range of 25–35% more new customers, with the final measurement at 35.5%: • New customer ratio 35.5% higher • Customer acquisition cost 34.9% lower • ROAS 5.1% higher What changed was the definition of a valuable conversion, and Performance Max followed it.
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