Forwrd
FEEL • Case Study • Google Ads

Subscriptions increased by over 200% — with the lowest CPA in the account's history.

One campaign, one product, maximum precision — a SKU-level Performance Max strategy that became the foundation for Feel's next phase of international growth.

Feel

The numbers

The result was the strongest performance the client had ever seen — subscriptions increased by more than 200% and CPA reached its lowest level in the account's history.

0x subscriptions in 2 years
Lowest
ever CPAs achieved — best results in the account's history

About Feel

Feel is a London-based wellness brand founded in 2019 with a simple but uncompromising mission: to create clinically backed supplements that actually work. Where most of the industry relies on fillers, synthetic compounds, and oversized doses of cheap nutrients, Feel uses only highly bioavailable ingredients in research-backed formulations — developed in-house alongside nutrition experts and backed by 120+ specialists. From the world's first vegan collagen to award-winning multivitamins, Feel has built a loyal subscriber base across the UK and beyond, driven by a product that delivers measurable results.

Core account truth

One campaign, one product, maximum precision.

The right structure was not a broad PMax campaign trying to sell an entire catalogue. It was one focused campaign for every individual SKU.

How we helped Feel grow

A conventional account reached its ceiling. The breakthrough came from rebuilding Performance Max around individual products, cleaner signals, and continuous innovation.

The story

Feel came to us with an account that was performing — but not at the level the brand was capable of. We took over full Google Ads management and spent the first phase scaling the account as far as possible within a conventional, non-PMax structure. That work built a strong foundation: steady subscription volumes, controlled CPAs, and a clear picture of where the growth ceiling was.

Then, in January 2025, we introduced something new. A PMax strategy built not on broad product groups or campaign-level asset mixing, but on a single principle: one PMax campaign per SKU. The result was the strongest performance the client had ever seen, subscriptions increased by more than 200%, CPA reached its lowest level in the account's history and the results were strong enough that Feel began expanding into new markets driven by Google Ads performance.

The challenge

Scaling a subscription supplement brand on Google Ads presents a specific set of challenges. The product range is broad — multiple SKUs targeting different health goals, different audiences, and different price points — but traditional PMax campaign structures tend to flatten that complexity. The algorithm pools assets, mixes signals and gravitates toward whatever converts fastest.

In practice, that usually means a handful of top-performing products absorb the majority of the budget while the rest of the catalogue is systematically underfunded. The consequence is a growth ceiling that is structural, not competitive. It isn't that demand doesn't exist for the broader product range, it's that the campaign architecture isn't built to find it.

The strategy: One PMax per SKU

The insight that drove the breakthrough was straightforward: if PMax campaigns benefit from focused, semantically coherent signals, then the logical conclusion is to give each product its own campaign. Not one campaign for vitamins, one for collagen, one for probiotics but one campaign, per SKU.

This is more complex to manage. It requires more campaigns, more asset sets, more structural discipline and more ongoing optimisation work. But the payoff is a fundamentally cleaner account: each campaign has a single product, a single set of intent signals, and a single conversion goal. The algorithm knows exactly what it is trying to sell, to whom, and at what efficiency target.

Semantic organisation at scale

Every campaign in the new structure was built around the specific health goal, ingredient profile, and audience intent signals of its corresponding product. Collagen campaigns targeted beauty and skin health intent. Multivitamin campaigns targeted general wellness and energy intent. Probiotic campaigns targeted gut health and digestion intent.

This semantic alignment between product, creative, and audience is what allows the algorithm to find the right buyer for each product, rather than surfacing whatever converts most easily across the entire range.

Feeding the strategy with new products

The SKU-level structure also created a structural incentive to launch new products into the account. Each new SKU became a new campaign, a new growth lever with its own audience, its own budget, and its own optimisation trajectory. As Feel's product range expanded, the account expanded with it, compounding the reach of the strategy over time.

Proprietary tactics: soft competitor targeting

Alongside the PMax structure, we developed a proprietary approach to competitive traffic: combining similar URL targeting with PMax to softly reach audiences browsing competitor products, without directly bidding on competitor brand terms.

This layered strategy expanded reach into high-intent audiences that the standard PMax structure would never surface, while maintaining the semantic discipline of the SKU-level architecture.

Platform betas and ongoing innovation

Throughout the engagement we continued testing the latest Google Ads betas and structural experiments, ensuring the account remained at the frontier of what the platform could do, not optimising a structure that the platform was already moving beyond. In a fast-moving advertising environment, standing still is a form of regression.

Ongoing testing, filtering and account optimisation animation

The results

The data tells a clear story across three distinct phases:

PhasePeriodMonthly conversionsCPA trendKey milestone
Foundation building2024+79%-7%Account scaled within conventional structure
SKU-level PMax launch2025+44%+33%Strategy introduced
Scale & expansion2026-12%StableNew markets: UAE, Ireland, Europe

Subscriptions increased by over 200% following the introduction of the SKU-level Performance Max strategy in January 2025. CPAs fell to their lowest level in the account's history, driven by more precise targeting, cleaner signal quality, and a year of structural optimization compounding over time.

The performance was so materially above Feel's internal objectives that the business used the Google Ads results as the basis for international expansion into the UAE, Ireland, and broader European markets.

What Feel said

Since working with Yann, we've seen significant growth — comparing year on year, we achieved 300%+ growth and doubled our numbers overall.

Starting with YouTube and expanding into managing our Google accounts, it's been a really huge success. What's been eye-opening is how a startup can operate with a very small in-house team, as long as you have a strong network of hardworking, passionate people.

It's genuinely shifted my perspective on how to build and scale a business.

Giedre Gabrenaite, General Manager, Feel

Key learnings

One PMax per SKU is not just a campaign structure — it is a philosophy.

It forces clarity about what each product is, who it is for, and what success looks like for that product specifically. That clarity benefits every layer of the account: creative, bidding, audience signals, and budget allocation.

Precision compounds over time.

The SKU-level structure gets better as each campaign accumulates data. Unlike a broad PMax structure where signal quality is diluted across many products, each focused campaign builds a richer, more specific model of its ideal buyer. The longer it runs, the better it performs.

New products are new growth levers.

In a conventional account structure, adding a new SKU means adding it to an existing campaign, where it competes for budget and attention against established products. In a SKU-level PMax structure, a new product gets its own campaign, its own budget, and its own trajectory. The product launch becomes an account growth event.

Competitive intent can be reached without competitive bidding.

The similar URL + PMax combination we developed allows access to high-intent audiences that are in market for the category, without the cost and brand risk of direct competitor keyword bidding. It is a proprietary approach that most agencies haven't developed, and it consistently outperformed standard prospecting in reach quality.

Performance unlocks strategy.

When Google Ads delivers results materially above a client's internal objectives, it changes the strategic conversation. For Feel, the account performance became the evidence base for international expansion decisions. That is the highest-leverage outcome paid media can produce: not just conversions, but confidence.

The result

Subscriptions increased by over 200%, CPAs fell to their lowest level ever, and performance supported expansion into three new markets.

Built on a simple principle — one campaign, one product, maximum precision — the strategy delivered the strongest results Feel had ever seen and laid the foundation for their next phase of international growth.

The account that exists today is not the account we inherited. It is more precise, more scalable, and more systematically organised than anything that came before. And it continues to evolve, because the right structure is not a destination, it is a practice.

Yann Durand
Ask me about a free audit

Meet Yann Durand

Co-founder of Forwrd. Google Ads, YouTube Ads and performance marketing specialist.

Hi, I'm Yann. I've spent the last 10+ years living and breathing Google Ads, YouTube and performance marketing — and honestly, I still love it.

I started out at a leading global agency in the UK after a first-class master's in digital marketing. Then I moved to the Netherlands to run Google Ads for Bestseller on brands like Jack & Jones, Vero Moda and Only, spending millions across 16 brands and 15 markets simultaneously.

The chapter that really changed things was Vienna. At waterdrop, I took non-brand Google Ads from €200k to €6M in revenue. That experience became the backbone of a system for D2C brands trying to scale with Search, Shopping and YouTube Ads.

After seeing the bad shape of most Google Ads accounts out there, I built Forwrd to go after the untapped potential most agencies leave behind. Where agencies stay on the surface, we go after the moves that actually shift revenue.

Get in touch & get started today.

If your growth problem is not just volume but quality, the answer is usually not more spend. It is a better structure, better signals, and better creative strategy.

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