We scaled a beauty supplier 5× at peak
How we grew Top Pestanas — a Spanish eyelash-extension supplier serving both B2C and B2B — with a Performance-Max-led build that multiplied orders at a falling cost.
The partner
Top Pestanas is a Spanish eyelash-extension supplier serving both consumers and professional lash artists. Two audiences, one catalog — the account needed a Performance-Max-led system that could scale orders across B2C and B2B while keeping the cost per order coming down.
Goals
- Scale orders across both B2C and B2B audiences.
- Lead with Performance Max across the catalog.
- Keep the cost per order falling as volume grows.
- Cover the product range with a healthy feed.
- Track every order so bidding optimizes to real demand.
Strategy
We built a Performance-Max-led system: dedicated B2C and B2B PMax campaigns across the catalog, backed by Shopping and search, all driving orders at a falling cost.
- 01
Split B2C and B2B
Separate Performance Max campaigns for consumers and professional lash artists, each matched to its audience and offer.
- 02
Led with Performance Max
PMax across the catalog drives roughly nine in ten orders across Google's full inventory.
- 03
Backed it with Shopping and search
Shopping and search campaigns captured high-intent product demand alongside PMax.
- 04
Drove cost per order down
With every order tracked, optimization cut the cost of each order by more than half as volume scaled.
- 05
Scaled to the peak
Quarterly orders climbed to five times the low quarter at peak.
Results
Quarterly orders climbed to five times the low quarter at peak across both audiences, and the cost of each order fell by more than half — Performance Max carrying the bulk of the demand.
Order momentum
Orders per quarter · % change vs the low quarterThe team
A senior-run Google Ads pod: strategy & account lead, a PPC specialist on daily optimization, and analytics & feed management — the same people, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
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