Improving New Customer Acquisition Efficiency for Le Mieux with Google Ads and Meta Ads

Service:

Advertising

Industry:

eCommerce Fashion & beauty

Technology:

Google Ads Meta Ads

16.2%

increase in net sales YoY

60.2%

increase in Marketing Efficiency Ratio YoY

23.8%

decrease in new customer acquisition cost

Most Agencies Chase Volume. We Choose Impact

ABOUT CLIENT
AND OBJECTIVES

Growing net revenue by increasing sales and efficiency, and also growing a new customer base and decreasing acquisition costs.

Based in California, Le Mieux Skincare is a professional skincare brand specializing in targeted, science-driven formulas for age-defying and regenerative skincare. The company was founded in 2004 by Janel Luu together with an elite team of scientists, physicians, and chemists, with the goal of creating advanced cosmetic technology for both the professional and consumer skincare markets. Le Mieux is known for its high-performance serums, post-procedure care, and anti-inflammatory solutions, using premium ingredients such as growth factors, stem cells, peptides, and hyaluronic acid-based delivery systems. The brand is trusted by skincare professionals and customers internationally, offering a wide range of products including serums, cleansers, masks, moisturizers, sun care, body care, beauty tools, and accessories.

client Challenges

Le Mieux’s Google Ads and Meta Ads campaigns had been running for a long time, but growth was becoming harder to scale efficiently. New customer acquisition costs were increasing, and the team lacked a clear view of which channels, campaigns, and audiences were actually contributing to incremental growth. Heavy reliance on repeat customer targeting, overlapping campaign structures, and attribution noise made it difficult to assess the real impact of paid media and allocate budget with confidence.

Brand’s business model

The brand’s business model added another layer of complexity. Le Mieux served two different customer groups, which limited the use of broad promotions, discounts, and special offers. As a result, the paid media strategy had to rely mainly on evergreen campaigns rather than short-term promotional pushes. See more

Limited in-house resources

The company also had limited in-house resources for performance marketing and creative production. This made it harder to test new campaign ideas, refresh ad assets, and react quickly to performance changes. See more

Competition

Competition from Amazon wholesalers and other sellers created additional pressure. Customers could compare prices and availability across multiple channels, which made it harder to protect direct sales and maintain strong campaign efficiency. See more

Rising ad costs

At the same time, ad costs continued to rise, conversion rates fluctuated, and performance relied heavily on repeat customer targeting across Google and Meta. To support further growth, Le Mieux needed a more structured paid media approach, stronger optimization, and a better balance between repeat-customer revenue and new-customer acquisition. See more

Solution

Campaign Strategy

Restructure Google Ads and Meta Ads around new customer acquisition
Separate branded, non-branded, prospecting, engagement, and existing customer traffic
Reduce overlap between campaigns and improve budget control
Adjust Meta attribution to reduce inflated post-view conversions
Prioritize profitable products instead of promoting the full catalog
Improve Google Merchant Center setup and product feed quality
Use advanced analytics and AI-supported workflows to improve forecasting, market monitoring, and optimization
Build audience research and creative pattern analysis into the messaging strategy
Move from random creative tests to structured hypotheses
Scale spend based on efficiency, not scale alone

When VIDEN Growth started working with Le Mieux, both Google Ads and Meta Ads were active, but the account structure made it difficult to see what was truly driving new customer growth. VIDEN Growth rebuilt the setup around clearer segmentation, cleaner campaign roles, and stronger budget control. Advanced analytics and AI-supported workflows helped the team process cross-channel performance data faster, identify early signs of inefficiency, and make more informed budget and scaling decisions.

On Meta, VIDEN Growth separated new, engaged, and existing audiences to understand what share of spend and conversions came from new customers versus repeat buyers. Existing customers were removed from prospecting, while engagers, website visitors, and similar audiences were placed into separate buckets for better frequency control. Catalog ads were also separated into standalone campaigns for clearer testing and more flexibility.

VIDEN Growth also changed Meta attribution from 7-day click and 1-day view to 7-day click. This reduced the impact of inflated post-view conversions and gave a more accurate view of Meta’s role in purchase decisions.

On Google Ads, VIDEN Growth separated branded and non-branded traffic to prioritize non-branded acquisition and shift more budget toward new customer growth. The team paused underperforming and overlapping campaigns, including Standard Shopping, to reduce internal competition and avoid overlap with PMax. App placements were excluded to limit low-quality traffic, and Demand Gen was launched to build awareness and reach new potential customers.

Product promotion became more focused. Instead of promoting the full catalog, VIDEN Growth prioritized the most profitable products and created dedicated campaigns and ad sets for them.

VIDEN Growth also improved Google Merchant Center by adding a square logo, updating product titles and descriptions, and resolving limited product availability issues to support better coverage and delivery.

Audience research shaped the creative strategy. VIDEN Growth analyzed reviews, social comments, forums, customer problems, desires, and doubts to understand why people chose competitors and what positioning would work best for Le Mieux. AI-supported analysis helped surface recurring patterns in customer language, objections, purchase motivations, hooks, and messaging angles that may not have been clear from standard reporting alone.

Creative testing moved from random ideas to a structured process built around a clear idea, hypothesis, and goal. VIDEN Growth used creative pattern analysis to understand which messages, formats, and product angles showed the strongest potential. The team then developed product-specific concepts, refreshed the mix with static ads, videos, GIFs, UGC, and promo assets, using technology to speed up creative iteration without replacing strategic direction or quality control.

Ad copy was improved with more useful information for new customers, including incentives such as Founder’s Pick and a free welcome gift. VIDEN Growth also monitored competitor creatives, offers, positioning, landing pages, and pricing signals to keep the advertising strategy responsive. Spend was scaled only when it supported stronger results and better efficiency, with technology supporting the analysis and VIDEN Growth specialists leading the strategic decisions.

client Results

16.2%

increase in net sales YoY

23.8%

decrease in new customer acquisition cost

60.2%

increase in Marketing Efficiency Ratio YoY

After the initial collaboration period, VIDEN Growth helped Le Mieux improve sales performance, marketing efficiency, and new customer acquisition.

Net sales increased by 16.2% YoY, exceeding projections by 18%. Marketing Efficiency Ratio grew by 60.2% YoY, outperforming projections by 13%. The new customer base also exceeded the projected target by 11%.

New customer acquisition became more cost-efficient as well, with new customer acquisition cost decreasing by 23.8%. These results showed that the updated paid advertising strategy helped Le Mieux attract new buyers more efficiently while improving overall performance.