As the paid media strategist for BeautyTribe.com – a leading UAE-based online beauty retailer – I managed their full-funnel advertising strategy across Google Ads (Search & Performance Max), Facebook/Meta Ads, and Google Merchant Center to scale sales, reduce cost per conversion, and build a sustainable brand presence in the GCC region.
✅ Google Ads – Search & Performance Max
1. Search Campaigns:
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Created high-intent keyword groups around top-selling categories like “Kerastase UAE”, “Buy Olaplex Dubai”, “Dyson hair tools online”, and “best skincare delivery Dubai”.
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Optimized ad copy with urgency, brand names, and location targeting (e.g., “Free 2-Hour Delivery in Dubai”, “100% Authentic Haircare – Shop Now”).
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Applied smart bidding strategies (Target ROAS, Maximize Conversions) based on product margin tiers.
2. Performance Max Campaigns:
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Leveraged Performance Max to dynamically show Beauty Tribe’s wide product catalog across Search, Display, YouTube, and Gmail.
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Synced Google Merchant Center for real-time product updates.
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Segmented campaigns by product categories (Haircare, Skincare, Fragrances) to customize creatives and landing pages for better engagement.
🛒 Google Merchant Center Setup & Optimization
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Uploaded a full product feed via Content API from Shopify.
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Set up structured product titles with brand + variant (e.g., “Olaplex No.3 Hair Perfector 100ml – Authentic”).
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Fixed feed issues like missing GTINs and disapprovals to achieve full coverage.
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Enabled promotions with feed-based offers like “Free Samples with Every Order” and “AED 50 Off on First Purchase”.
📱 Meta Ads (Facebook & Instagram)
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Created full-funnel strategy across Awareness, Consideration, and Conversion.
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Used dynamic product ads (DPA) with Meta Pixel + Catalog sync to retarget cart abandoners and site visitors.
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A/B tested creatives: influencer videos, sparkly diamond animations, skincare flatlays, and countdown offers.
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Targeted UAE-based expats, beauty-savvy customers, and GCC audiences with strong interest signals in luxury haircare and skincare.
📈 Results Highlights
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📉 Reduced overall Cost Per Purchase by 32% within 60 days.
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📦 Boosted Shopify sales volume with 4.2x ROAS on Search and 3.7x ROAS on Meta in peak sale periods.
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⏱️ Significantly increased “Same Day Delivery” conversions for Dubai shoppers via location-specific copy.
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🎯 Retargeting campaigns converted over 22% of abandoned carts through creative testing and urgency-based offers.
💡 Tools Used
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Google Ads
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Google Merchant Center
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Meta Ads Manager
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Shopify Product Feed
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GA4 + Meta Pixel + UTM tracking for ROI reporting
If you need help scaling an eCommerce beauty brand with high-converting ads and smart automation – just like Beauty Tribe – feel free to reach out.