How Ishant Sharma Drove 15.25x ROAS for a UK Curly Hair Brand on Shopify

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Client: UK-Based Curly Hair Brand (Confidential)

Industry: Beauty / Curly Hair Care

Platform: Shopify

Location: United Kingdom

Service: Google Ads (Shopping + Search + Performance Max)

About the Client

Our client is a UK-based Shopify store selling curly hair care products. From curl creams and deep conditioners to styling gels and accessories, everything is designed for textured and curly hair types. Small team, under 10 employees, strong product margins.

It’s a competitive niche. The curly hair care market in the UK has exploded over the past few years, with brands like Cantu, SheaMoisture, and Bouclème all fighting for shelf space in Google Shopping results. For a small DTC brand running on Shopify, breaking through that noise takes more than just good products. It takes a Google Ads setup built specifically for beauty e-commerce.

The founder brought in Ishant Sharma and the Hustle Marketers team in mid-2025 to take over Google Ads management and build a paid acquisition channel that could scale without eating into margins.

What Needed Fixing in the Google Ads Account

Before Hustle Marketers stepped in, three issues were capping growth.

Shopify product feed wasn’t optimized for Google Merchant Center. Product titles pulled straight from Shopify’s default export. Titles like “Curl Cream 250ml” were competing against listings with “Curl Defining Cream for Type 3A-4C Hair, Shea Butter, Sulfate-Free, 250ml.” In Google Shopping, the title determines whether your product shows up at all. A generic title means Google doesn’t know which searches to match it with.

No campaign segmentation by product margin or hair type. Every product sat in one campaign. High-margin hero products sharing budget with low-margin accessories that barely broke even after ad spend and shipping.

Missing negative keywords and poor search term hygiene. The account was bleeding spend on irrelevant queries like “curly hair salon near me” and “curly hair cut UK” that triggered Shopping ads for products. Wasted spend on people looking for services, not products.

Ishant identified all three issues within the first 48 hours of the account audit.

How Ishant Sharma Achieved 15.25x ROAS for This Shopify Curly Hair Brand

Here’s where the numbers speak louder than any pitch deck. Ishant Sharma, who has managed Google Ads for 500+ e-commerce brands on Shopify, WooCommerce, Magento, and BigCommerce, rebuilt the account using a framework specifically designed for beauty and personal care brands.

Google Ads dashboard showing £105K revenue, 2.67K purchases, £6.87K cost, 15.25x ROAS]

Shopify Product Feed Overhaul for Google Merchant Center

First priority was fixing the Google Merchant Center feed. For a curly hair brand, feed optimization isn’t just about adding keywords to titles. It’s about matching how curly hair customers actually search.

People with curly hair don’t search “hair cream.” They search by hair type. Think “curl cream for 3B hair” or “deep conditioner for 4C coils.” So every product title got rewritten to include hair type, key ingredients, and what the product is free from.

“Curl Cream 250ml” became “Curl Defining Cream for Type 3A-4C Curly Hair, Shea Butter, Sulfate-Free, 250ml.”

“Deep Conditioner” became “Deep Conditioning Hair Mask for Coily and Kinky Hair, Argan Oil, No Parabens, 300ml.”

Why does this matter? Curly hair shoppers read labels. They care about what’s in the product and what’s not. When the feed matches that search habit, clicks go up. CTR jumped in the first two weeks after the rewrite.

Custom labels separated products by margin tier and product category. Hero products with 60%+ margins got priority spend. Accessories and smaller items got budget caps to prevent waste.

Learn more about how Hustle Marketers approaches Shopify marketing for DTC hair care brands.

Product Reviews Integration for Google Shopping

One move that gave this brand a visible edge in Shopping results was pulling product reviews directly into the Google Merchant Center feed. Most Shopify stores have reviews sitting on their product pages but never connect them to their Shopping ads. That’s leaving free CTR on the table.

Ishant’s team set up a product reviews feed that synced star ratings from the Shopify store into Google Shopping listings. When shoppers see a 4.8 star rating with 200+ reviews right on the Shopping ad, they click that listing over competitors who show no stars. It’s that simple.

The impact was immediate. Shopping ads with review stars consistently outperformed ads without them by 15 to 25% in CTR. Higher CTR means more clicks at the same cost, which feeds into better Quality Scores, lower CPCs, and a compounding ROAS advantage. For a niche hair care brand competing against big players like Cantu and SheaMoisture in Google Shopping, those yellow stars are the great equalizer.

Beyond CTR, the reviews also helped with conversion rate on the landing page. Shoppers who click a 4.8 star Shopping ad already have trust built in before they even reach the product page. That pre-qualified traffic converts at a higher rate than cold clicks without social proof.

Campaign Structure for a Hair Care Brand on Shopify

One-size-fits-all campaign structures don’t work for hair care brands. Hair care has a unique buying pattern. Customers discover one product, love it, then come back for the full routine. Shampoo, conditioner, styling product, treatment. That repeat cycle changes how you should set up campaigns.

Here’s how Ishant set it up:

Hero Product Campaigns. The top 5 SKUs that drove the most revenue and had the highest margins. These got aggressive target ROAS bidding and the largest budget allocation. For this brand, the curl defining cream and deep conditioner were the gateway products that brought first-time buyers in.

Bundle and Routine Campaigns. Curly hair customers buy routines, not individual products. Campaigns targeting “curly hair care routine” and “curl care bundle” queries drove higher AOV because shoppers bought 3-4 products at once.

Ingredient and Concern Campaigns. These targeted searches like “sulfate-free shampoo for curly hair” and “protein treatment for damaged curls.” They’re high-intent, low-competition queries that bigger brands overlook. Too specific for the big guys? Perfect for a niche Shopify brand.

Negative Keyword Framework. Blocked all salon, hairdresser, and service-related queries from day one. Also blocked competitor brand names that ate budget without converting and generic terms like “curly hair tips” that attract browsers, not buyers.

Before launching any campaign, Ishant runs the same checklist published here: The PMax Checklist I Run Before Every Google Ads Campaign.

Google Ads Results: Jan to May 2026

Here are the numbers straight from the dashboard:

Total Revenue: £105,000+

Total Purchases: 2,670

ROAS: 15.25x

Ad Spend: £6,870

Average Order Value: £39.33

Cost Per Purchase: £2.57

Let that cost per purchase sink in. £2.57 to acquire a sale. And the revenue returned was 15.25x the ad spend, meaning every £1 generated £15.25 back.

According to our ROAS benchmarks for e-commerce, the average ROAS for health and hair care brands is 3.5x. “Good” starts at 5.5x. “Great” is 8.5x+. At 15.25x, this brand is in a league of its own.

Why so high? CPCs in the curly hair niche are low. There’s less competition than mainstream beauty. Shoppers who search by ingredient have high purchase intent. And the product itself is great, so people come back every 6 to 8 weeks. Good products plus sharp Google Ads management equals compound growth.

Calculate your own break-even point using our free ROAS calculator or read our guide on how to calculate break-even ROAS.

What the Founder Said

The founder of the brand left a verified review on Clutch after working with Hustle Marketers for 10 months:

“The results have been strong across both paid and organic channels.”

Here’s how they rated us:

Quality: 4.5 Campaign performance and site traffic both improved measurably.

Schedule: 5.0 Every deadline hit. Reporting delivered on time, every week.

Cost: 5.0 Perfect score on value for money. At 15.25x ROAS, the return speaks for itself.

Willing to Refer: 5.0 The founder would recommend Hustle Marketers without hesitation.

From the Clutch review: “Hustle Marketers improved the client’s campaign performance and increased site traffic. The team was proactive, responsive, and reliable. They had a strong understanding of the client’s industry and provided a tailored approach to their services.”

That “strong understanding of the client’s industry” line is everything. Curly hair care isn’t generic beauty. It’s a niche with specific customer behaviors, ingredient preferences, and search patterns. Ishant and the team invested time learning the niche before touching the ad account. That’s why the results hit 15.25x instead of a generic 3-4x.

Curly Hair Brand Google Ads Case Study: Key Takeaways

Four things made this Shopify curly hair brand Google Ads case study work at a level most hair care brands never reach:

Niche-specific feed optimization. Generic product titles fail in hair care. Hair type compatibility (3A, 3B, 3C, 4A, 4B, 4C), ingredient callouts (shea butter, argan oil), and “free-from” labels (sulfate-free, paraben-free) in every product title matched exactly how curly hair customers search on Google Shopping. Most agencies wouldn’t know “type 4C” is a search modifier. Ishant’s team did.

Product reviews pulled into Shopping ads. Syncing star ratings from Shopify into the Merchant Center feed gave this brand visible social proof right on the Shopping listing. Ads with review stars outperformed those without by 15 to 25% in CTR. For a small brand competing against big names, those yellow stars level the playing field.

Campaigns built around the curly hair buying journey. Gateway products first, then routines and bundles. Not every product gets the same budget. Hero SKUs bring customers in, and routine bundles increase lifetime value.

Brutal negative keyword discipline. Blocking salon queries, service queries, and non-converting competitor terms from day one saved thousands in wasted spend. Saved budget got reallocated to high-intent ingredient and concern searches that convert.

Why Hustle Marketers for Shopify Hair Care Brands

Ishant Sharma and the Hustle Marketers team aren’t just Google Ads managers. As a certified Shopify marketing agency, the team knows how Shopify sends product data to Google Merchant Center. They know how to use metafields for feeds. And they know how to set up tracking that works with Shopify’s checkout flow.

Here’s what separates the team for Shopify hair care brands:

Feed expertise for ingredient-driven niches.

Hair care, skincare, supplements, and wellness products all have customers who search by ingredient and concern, not just product name. Our feed optimization framework accounts for that. The 15.25x ROAS for this curly hair brand proves it.

Proven results across verticals. Beyond beauty, Ishant has driven 12.84x ROAS for ArmorPoxy (industrial coatings), 5.12x combined ROAS for an Australian pet accessories brand, and 9x for P-Rex Hobby. Each niche gets a tailored approach, not a template.

591+ verified reviews at 4.9/5. Across Clutch, Google, Upwork (Top Rated Plus, 99% Job Success Score), Trustpilot, and GoodFirms. Clients stay because the results keep them, not contracts.

Running a Shopify store in beauty, hair care, skincare, or any DTC niche? If your Google Ads ROAS is below 5x, your setup needs work. Get a free $500 Google Ads audit from the team that’s generated $780M+ in trackable revenue for 22500+ brands.

Spot gaps in your account yourself with our Google Ads audit checklist.