Google Search Coverage Across the Consideration Funnel
On Google, we expanded ZYN's presence to capture people actively searching for functional beverages and wellness solutions. The keyword strategy addressed specific pain points: inflammation, electrolyte needs, turmeric benefits. Ad copy differentiated ZYN from competitors in both the turmeric and electrolyte spaces, and the campaign structure covered the full consideration funnel.
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Related Case Studies
Fixing Stale Creative to Bring CPMs Down
When we took over the account, ZYN was running a tight cluster of ads that had been in rotation too long. Meta had already shown those ads to everyone willing to engage with them. CPMs were high because the algorithm had nothing new to learn. We fixed that first.
Diversified Creative Angles and Refresh Cycles
We built a range of creative angles testing different benefits: post-workout recovery, daily wellness, anti-inflammatory support, taste and flavor. Each angle got its own set of variations across formats. We put regular refresh cycles in place so even the winners got replaced before they burned out. That pipeline of fresh creative kept CPMs low and gave the algorithm room to find new audience pockets.
Landing Page Rebuild and Conversion Rate Optimization
Landing pages were where we saw the biggest individual lift. ZYN's previous pages were generic product pages that didn't do much selling. We designed conversion-focused pages that walked visitors through why ZYN exists, what makes it different, and why they should try it now. We tested messaging, layout, and CTA variations. We cut friction out of the purchase path and addressed common objections on the page itself. The 300% lift in conversion rate had a multiplying effect on everything else. Better pages meant lower effective CPA across paid social and search.
Partnerships built on performance.
