Überlube is a premium personal lubricant brand dedicated to delivering superior quality with a minimalist formula of just four ingredients. Designed for versatility, it enhances intimacy, reduces friction for athletes, and doubles as a high-performance hair serum—making it a go-to solution across wellness, fitness, and beauty industries.
Summary
Überlube, a premium personal lubricant brand, sought to expand its market presence and drive new customer acquisition while maintaining a strict return on ad spend (ROAS) target. Despite offering a high-quality, versatile product recognized across multiple industries—including sexual wellness, athletics, and professional haircare—the brand faced challenges in efficiently scaling its paid search efforts. To achieve measurable growth, Überlube needed a data-driven, performance-focused strategy that would optimize ad spend and drive incremental revenue.
Challenge
Prior to engaging with our agency, Überlube had no structured performance marketing support, leading to inefficiencies in paid search efforts. The brand’s initial campaigns targeted both new and existing customers, limiting the ability to measure true acquisition growth. As the need for clear, scalable revenue drivers became evident, the strategy had to shift exclusively to new customer acquisition (NCA) while meeting a stringent 400% ROAS goal. This required a complete overhaul of campaign structures, targeting methods, and budget allocation to maximize efficiency and minimize wasted spend.
Approach
To address these challenges, our agency restructured Überlube’s paid search strategy to focus solely on acquiring new customers. Our key objectives were:
- Optimizing campaign structure to ensure efficiency and scalability.
- Enhancing audience segmentation to refine targeting and eliminate spend on existing customers.
- Leveraging Google’s AI-powered solutions to maximize reach and conversion potential.
Solutions
- Campaign Restructuring for New Customer Focus
- Shifted bidding strategies to prioritize new customer acquisition, ensuring ad spend was not wasted on repeat buyers.
- Refined geographic targeting, initially focusing on the U.S. market as a controlled testing environment.
- Advanced Audience Segmentation & Targeting
- Uploaded first-party customer data to Google Ads to create exclusion audiences, ensuring ads reached only net-new consumers.
- Utilized insights from Google Analytics to identify top-performing audience interests, refining targeting strategies for higher conversion likelihood.
- Lean, Scalable Campaign Structure
Implemented a two-campaign approach for optimized performance:
- Search Campaign – Focused on high-intent keywords to capture demand from consumers actively searching for premium lubricants.
- Performance Max Campaign – Leveraged Google’s machine learning to expand reach across multiple channels while optimizing for new customer conversions.
This streamlined setup allowed for controlled testing, iterative improvements, and scalable growth.
Results
-
Increase in New Customer Purchases
0%
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Exceeded ROAS Target
+0%