Asambeauty
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 and took away control. Every purchase entered the auction with the same value, so the algorithm optimised toward the conversions that were easiest to buy - disproportionately existing and returning customers. The complexity made it worse rather than better: customer data spread across retail, e-commerce and teleshopping meant the true value of a conversion differed enormously between channels and brands, and none of that difference ever reached Google's bidding.
Solution
asambeauty ran the majority of its Google budget through Performance Max. So they integrated Innkeeprs conversion signals to adjust conversion values by incremental contribution before sending it to the bidding algorithm. Every purchase now enters the auction with a weight for how much the ad contributed to it. Purchases the brand would have won anyway carry less weight, so Performance Max learns to spend where it changes the outcome. In the A/B test, the new customer ratio rose 35.5 %.
Results
35.5% higher new customer ratios
5.1% higher return on ad spend
34.9% lower customer acquisition cost
Asambeauty’s Story
In 1963, Ingrid and Erich Asam embarked on a journey to create a cosmetics company rooted in tradition and innovation. From the very beginning, they established their own laboratories, meticulously developing and producing unique formulations. Their commitment to quality led them to collaborate with renowned dermatologists, scientists, and chemists in pursuit of groundbreaking ingredients, primarily derived from grapes, for advanced skincare. Driven by a passion for harnessing the power of nature, the Asam family established Germany's first production facility dedicated to extracting OPC, cold-pressed grapeseed oil, grape cell water, and resveratrol in Landau in der Pfalz. The grapes, cultivated in their own vineyards, were carefully harvested each year. Using gentle processes, the family extracted and refined these potent anti-aging actives, setting the stage for a new era in skincare. After a decade of dedicated research, the next generation, Mirjam and Marcus Asam, launched their own cosmetics brand, M. Asam®. Their inaugural skincare line, VINO GOLD®, showcased the culmination of years of anti-aging research, delivering impressive results in wrinkle reduction through the power of grapes. This commitment to efficacy and quality propelled M. Asam® to international success, expanding its reach to over 26 countries and captivating customers worldwide.
The Innkeepr Moment
The tests were run repeatedly and landed in the same range every time: 25 to 35 % more new customers, with the final measurement at 35.5 %. Acquisition cost fell 34.9 % and ROAS rose 5.1 %. Budget, campaigns and creative stayed the same throughout. What changed was the definition of a valuable conversion, and Performance Max followed it.
How Asambeauty Uses Innkeepr
Conversion signals run continuously across the main product lines, including Magic Finish and Aqua Intense. The values update as behaviour changes, so the bidding input stays current without anyone rebuilding it. Marketing owns the setup Segments and value logic sit in Innkeepr, so the SEA team builds and changes them without engineering support. Iteration moved from release cycles to the same day, which is what made the repeated A/B testing possible in the first place.
"Innkeepr’s ability to adjust our PMax bidding with conversion signals is incredibly powerful. We can refine and scale our campaigns in ways we never could before"
Lisa Bachmann
Lead Manager SEA
Scaling Up Alongside Innkeepr
"A tool like Innkeepr is crucial for a sophisticated e-commerce player because it allows you to build and iterate your customer acquisition strategy from the ground up, and do so really quickly." For Asambeauty, Innkeepr has quickly become a cornerstone of its tech stack, driving and supporting its scaling goals. In a short period, the company has evolved from relying on custom conversion event to operating a powerful and complex bidding engine that fuels all performance channels. “We know that Innkeepr will grow with us. It’s an essential strategic platform for our growth and scalability, sitting at the heart of our data,”. “Plus, their support is absolutely fantastic.”