Lisa Eldridge
Lisa Eldridge: Scaling New Customer Growth Beyond Product Launches
Scaling New Customer Acquisition Beyond Product Launches
Project Overview
Lisa Eldridge is one of the world's most recognised beauty brands, renowned for its premium cosmetics and highly anticipated product launches.
Like many beauty brands, Google Ads performance was heavily influenced by launch periods. While launches generated exceptional demand, maintaining profitable growth between launches presented a different challenge. Existing account structure also leaned heavily on branded demand, limiting opportunities to consistently acquire new customers throughout the year.
Strike Digital's objective was to transform Google Ads from a launch dependent channel into a scalable acquisition engine capable of delivering profitable new customer growth throughout the year while supporting continued expansion across both the UK and US markets.
This work reflects Strike Digital's broader approach to building sustainable acquisition systems for ecommerce brands, rather than relying on short term promotional spikes. Explore more examples in our Case Studies or learn more about our approach on the About page.
Project Execution
Building an Acquisition First Google Ads Structure
The first stage focused on moving away from a predominantly branded, efficiency led account towards a structure capable of consistently acquiring new customers.
Shopping campaigns became the foundation of this strategy, allowing investment to increase while maintaining profitability. Rather than simply scaling budget across every product equally, the account was organised around product level acquisition potential. Products with the strongest ability to convert first time customers were prioritised, while lower priority products remained on more controlled budgets with stricter profitability targets.
This shifted account strategy from asking "Which products generate the highest ROAS?" to asking:
Which products consistently acquire new customers?
Which products should be protected for profitability?
Which products can absorb additional investment?
This tiered approach provided significantly greater control as spend increased.
Extending Launch Momentum
One of the biggest challenges for premium beauty brands is maintaining demand once launch excitement begins to fade.
To address this, Strike Digital introduced a two layer Demand Gen strategy.
Dedicated launch campaigns received higher budgets and focused on first party and lookalike audiences during new product releases. As launch performance naturally declined, the highest performing creatives were transitioned into evergreen campaigns designed to continue generating demand long after the initial release.
This created a far more sustainable acquisition model that reduced dependence on launch windows while continuing to support profitable growth throughout the year.
Scaling Through Commercial Decision Making
Rather than optimising purely around platform metrics, account decisions were validated against business performance.
Historical purchasing behaviour, product level profitability and backend customer data informed campaign priorities, ensuring increased investment translated into genuine business growth rather than simply stronger advertising metrics. Backend reporting confirmed meaningful increases in both new customer volume and new customer sales as the acquisition strategy matured.
Results
UK Performance
Following the restructure, Google Ads evolved from a predominantly branded account into a scalable acquisition platform.
2025 vs 2024
Spend increased 275% YoY
Revenue increased 18.7%
Conversions increased 29.4%
Clicks increased 130.8%
Impressions increased 240.8%
Shopping revenue increased 44.5%
Shopping conversions increased 45%
Perhaps most importantly, the proportion of new customers generated through non branded activity increased from 13.5% to 55.5%, demonstrating a successful transition from demand capture towards genuine acquisition.
Business Level Growth
Platform metrics were supported by measurable commercial impact.
Across the measured period:
UK new customers increased from 25,425 to 29,156
3,731 incremental new customers were acquired
£1.93 million in new customer sales was generated
Momentum accelerated significantly during the second half of the period:
Q4 new customers increased 26.4% YoY
Q1 2026 new customers increased 76.7% YoY
New customer sales increased 104.2% YoY in Q1 2026
US Expansion
The same acquisition framework was successfully applied within the US market.
As investment increased, the account maintained strong efficiency while significantly improving new customer acquisition. By Q1 2026:
Spend increased to $105.9k
Conversion value reached $1.02m
New customers increased to 4,761
New customer share reached 47.1%
ROAS remained stable at 9.67 despite the higher level of investment
The results demonstrated that the new product tier structure could successfully absorb larger budgets while maintaining profitability and supporting continued acquisition.
The Bottom Line
By rebuilding Google Ads around acquisition rather than branded demand, Strike Digital helped Lisa Eldridge transform Google into a scalable growth channel capable of driving profitable new customer acquisition beyond product launches.
Instead of relying on launch periods alone, the account now supports sustainable year round growth through a product led acquisition strategy, structured campaign architecture and data driven budget allocation. The outcome was stronger commercial performance, greater resilience between launches and a significantly larger contribution from new customers.
