The Big Picture
Key challenges
- A restricted ad category (dentures) where policy crackdowns are routine
- A hard ceiling on acquisition cost, set by the client on day one
- Multi-unit orders, affiliate sales and platform dashboards that all counted differently
- Conversion tracking that double-counted until we rebuilt it
Key results
- 599% Google-attributed return on ad spend (ROAS) in month four
- Conversions up 12.2% and conversion value up 33%, month over month
- A remarketing Performance Max campaign holding 6+ ROAS over 30 days
- Two category policy crackdowns survived without losing the account
Key services
- Paid Media: Google Performance Max, Search, Shopping
- Microsoft/Bing Ads
- Paid Amazon
- Conversion-tracking rebuild and unit-economics modeling
- Weekly performance reporting
The story
Easy Denture sells an affordable at-home denture direct to consumers. Dentures are a category Google actively restricts, and most advertisers quietly give up on it.
We started in June 2023 with one rule from the client: a hard ceiling on what a new customer could cost. In the first month we rebuilt conversion tracking so purchases, emails and forms were each counted once. By month four we were reporting a 599% Google-attributed return for the month, with conversions up 12% and conversion value up 33% over the month before.
The hard part was the math underneath. Dentures ship in multi-unit orders, a meaningful share of sales comes through affiliates, and the client’s own dashboard counts units while Google counts orders. So we rebuilt the conversion model around their numbers: a units-per-order multiplier agreed with the client, affiliate orders backed out, and bid caps set from actual product margin. That way the campaigns optimize toward real profit instead of a number that only looks good.
Three years on, the program runs on Google, Bing and Amazon. It has come through two platform policy crackdowns on the denture category, and it still runs always-on with a report every week.
From brief to results
The challenge
Sell an affordable at-home denture direct to consumers, inside Google’s restricted-category rules, under a strict cap on acquisition cost.
The solution
Rebuild the tracking from scratch, then rebuild the conversion model around the client’s numbers: units per order, affiliates excluded, bid caps set from real margin.
The results
A 599% attributed return by month four, and an always-on program still running three years later.
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