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A wooden aroma diffuser letting out a plume of mist on a wooden table, large green leaves to the right, against a dark grey wall

How PAÑPURI Grew Revenue 73% With Google Ads

Project Scope: Strategy, Performance, Creative, Data

The Challenge

PAÑPURI is a Thai luxury wellness brand, founded in 2003. It draws on Thai wellness traditions and aims for balance in physical, mental, spiritual and environmental well-being. The brand describes its respect for nature and for traditional healing, from jasmine to rice.

PAÑPURI was preparing to launch new products in the festive season. Holiday shoppers mostly look for discounts, but PAÑPURI is an exclusive brand that rarely runs promotions. That made it harder to reach shoppers who wanted seasonal deals, and the brand’s revenue in the festive season was little different from a regular month.

Primal identified the gap between what festive shoppers expected and what the brand offers, and repositioned the brand’s message for the season.

A spa table set with a white ceramic vase, frangipani flowers, lit candles, a small amber dropper bottle and wooden bowls, one holding yellow salt

Our Approach

Primal designed digital marketing for every stage of the buying process. It aimed to raise awareness of PAÑPURI and to drive purchases.

For awareness, Primal ran a mix of Google Masthead, Video Reach Campaigns (VRC) and Video Lineup ads. To turn that interest into purchases, it ran targeted Google Search ads and Performance Max (PMax) campaigns.

Together, the campaigns put PAÑPURI in front of customers at each step, from first finding the brand to the purchase.

  • A tray with 2 lit candles, a reed diffuser, stacked black stones and a frangipani flower, resting on brown towels
  • A smiling woman holding a glass dropper of serum against her cheek
  • A wooden aroma diffuser letting out mist beside a table lamp with a ribbed grey base, on a bedside table

Outcomes Achieved

Primal used tools powered by artificial intelligence (AI) to optimise the campaigns in real time. With Google Search ads and Performance Max running together, bids, targeting and creative were adjusted automatically from live data and from how people responded to the ads. Regular tests, and changes based on past campaign data, refined the campaigns further.

PAÑPURI’s revenue in the festive season grew, its return on investment improved and the campaigns reached more new customers at the right time. Revenue rose 73% and return on ad spend (ROAS) rose 29%.

  • 73%Increase in Revenue
  • 29%Increase in Return on Ad Spend (ROAS)

Key Insights

  • Festive shoppers look for discounts, so a brand that rarely runs promotions needed a different message for the season.
  • Video ads on Google raised awareness, then Google Search ads and Performance Max turned that interest into purchases.
  • Bids, targeting and creative were adjusted automatically from live data while the campaigns ran.
  • Revenue rose 73% and ROAS rose 29%, and the campaigns reached more new customers.

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