Overcoming Consumer Skepticism with Story-Driven Video Ads
Our client is a forward-thinking supplement company dedicated to plant-based nutrition solutions. With a focus on vegan-friendly formulas that support muscle recovery, boost energy, and promote gut health, they’ve carved out a unique niche in the wellness space. By targeting fitness enthusiasts and health-conscious consumers, the brand aligns performance with sustainability—two values increasingly sought by today’s mindful buyers.
But in a crowded and ever-evolving industry, standing out requires more than product innovation. The supplement market is fiercely competitive, and digital marketing in this space comes with unique challenges. Consumers are growing wary of generic advertising, and newer brands must work harder to build credibility. With both legacy players and agile DTC startups vying for attention, success hinges on the ability to earn trust, especially through content that informs, educates, and resonates with specific lifestyle and dietary preferences.
This is where a more innovative, more strategic approach becomes essential. Rather than broadcasting broad messages, brands need laser-focused targeting that speaks directly to the right audience—those already seeking plant-based alternatives and evidence-backed wellness solutions. Our team recognized this as an ideal moment to step in with a tailored Google Ads strategy—one designed not just to reach, but to connect.
By weaving educational value into every stage of the customer journey, we helped the client cut through the noise and build genuine relationships with their audience. It wasn’t about flashy slogans—it was about showing up with relevance, reliability, and results.
Nearly 3x ROAS and 41% Lower Acquisition Costs: A Google Ads Success for Plant-Based Nutrition
Our client, a plant-based supplement company targeting fitness enthusiasts and health-conscious consumers, faced the challenge of breaking through a crowded market where consumer skepticism and rising advertising costs made growth difficult. We developed a full-funnel Google Ads strategy centered on YouTube video advertising to combine educational storytelling with persuasive messaging. By creating high-impact videos that highlighted the science behind their formulas and debunked myths, we built trust and engaged audiences seeking evidence-backed wellness solutions. Our targeted approach used custom segments, in-market and affinity audiences, keyword contextual targeting, and automated bidding strategies tailored to campaign goals. Rigorous A/B testing and continuous data-driven optimization drove steady improvements in key metrics, resulting in a 41% reduction in cost per acquisition, a 4.3% conversion rate—more than double the industry average—and nearly 3x return on ad spend. Beyond driving immediate conversions, the campaign successfully positioned the brand as a credible authority in plant-based nutrition, laying the groundwork for long-term sustainable growth.
The Goals
Client aimed to boost direct-to-consumer sales and expand brand presence among holistic wellness and athletic performance audiences.
Messaging struggled to clearly differentiate plant-based products from traditional supplements, limiting trust and visibility.
Needed a strategy focused on education and inspiration, not just advertising.
Emphasized showcasing the scientific foundation of their formulas to engage both serious athletes and everyday fitness enthusiasts.
Approach
Developed a full-funnel Google Ads strategy focused on YouTube video advertising to combine education and product messaging.
Created multi-layered campaign structure with upper-funnel awareness and lower-funnel conversion campaigns.
Used high-impact videos to educate on plant-based supplement science and debunk myths for fitness-conscious audiences.
Targeted audiences with a mix of custom segments, in-market audiences, affinity groups, keyword contextual targeting, and placement exclusions.
Implemented automated bidding strategies: Target CPA for conversions and Maximize Reach for brand awareness.
Conducted extensive A/B testing on video creatives, headlines, calls-to-action, and audience groups to identify top performers.
The Results
Developed a full-funnel Google Ads strategy centered on YouTube video advertising to blend education with product messaging.
Structured campaigns across multiple layers, combining upper-funnel awareness and lower-funnel conversion efforts.
Produced high-impact videos educating audiences on plant-based supplement science and dispelling common myths for fitness-focused consumers.
Targeted audiences using custom segments, in-market and affinity groups, keyword contextual targeting, and placement exclusions to enhance relevance.
Applied automated bidding strategies, utilizing Target CPA for conversions and Maximize Reach for brand exposure.
