How Ruby’s Organics Increases Its Business ROI with Digital Marketing Strategies

Challenges Identified

Despite a premium brand identity and product line, Ruby’s Organics faced several challenges when they approached us:

High Competition

The clean beauty niche is rapidly growing, with new brands and established competitors fighting for the same keywords and ad space.

Low Return on Ad Spend (ROAS)

Previous ad campaigns failed to deliver scalable returns. While increasing their budget, Meta increases their CPM and CTR. Old Campaign Structures are being used, and that failed in this era after the Meta Algorithm Update.

Limited Organic Reach

The brand had minimal presence for non-branded search terms. Lack of Informational Keywords and content.

Under-Optimized Product Pages

Many product and collection pages lacked keyword optimization, slowing down organic visibility.

Ad Fatigue on Meta

Lack of creative rotation and segmented targeting reduced campaign performance.

No Funnel-Based Segmentation

Ads and organic strategies were not aligned with the buyer’s journey.

Our Strategic Approach

We crafted a 360° digital marketing strategy combining high-performance paid campaigns with long-term SEO tactics, focusing on both immediate conversions and sustainable growth.

Google Ads Strategy

Launched Search Campaigns targeting long-tail and high-intent keywords (e.g., “chemical free makeup”, “skin tint foundation”, “Lipstick”, etc.)

Built Google Shopping Campaigns with optimized product feeds using GTINs, custom labels, product categories, and rich snippets.

Created Dynamic Remarketing Ads for cart abandoners and product viewers.

Continuously monitored ad groups, performed negative keyword pruning, and optimized bids based on ROAS and conversion volume.

Set up Performance Max Campaigns for broader product discovery

Facebook & Instagram Ads (Meta)

Developed a Full-Funnel Ad Strategy:

• Top-of-Funnel (Awareness): Used influencer reels, UGC content, and brand stories.

  • Middle-of-Funnel (Consideration): Focused on benefits, tutorials, and customer reviews.

• Bottom-of-Funnel (Conversion): Deployed urgency-based creatives, offers, and retargeting.

Audience Strategy:

1. Built Lookalike Audiences based on high-LTV customers and website events like add to cart but not purchase, Initiate checkout only, Categories Page view duration.

2. Segmented by demographics, interest clusters (clean beauty, skincare, cruelty-free makeup), and user behavior.

3. A/B tested creatives, copy, CTA, and placement performance to scale winning combinations.

4. Build a custom audience of Instagram followers and target them as BOFU campaign creatives.

Facebook campaign Structure:

First, we audit the complete pixel setup and event tracking, then we optimise them, like custom event tracking and conversion to use in audience targeting and campaign launching with full funnel strategies.

We use one campaign method to target and scale with multiple asset that works. After failing a creative, we use a new ad set to launch a new ad creative.

SEO Strategy (Search Engine Optimization)

1. Conducted a comprehensive SEO audit (technical, on-page, off-page).

2. Fixed technical issues: site speed, mobile responsiveness, broken links, duplicate metadata, and schema errors.

3. Keyword Research: Focused on both commercial and informational search intent.

4. On-Page Optimization:

• Rewrote product & category descriptions with targeted keywords

• Optimized internal linking, meta titles, and H1s for all primary pages.

5. Link Building: Secured backlinks through beauty blogs, eco-conscious influencers, PR mentions, and industry directories.

Execution & Implementation:

• Built and structured a Google Ads account for full-funnel optimization

• Installed custom tracking pixels & GTM for conversion events

• Created SEO-optimized landing pages for key product categories

• Managed ad creatives (images, videos, carousels) with regular A/B testing

• Set up Google Analytics 4 (GA4) for performance tracking & user behavior mapping

• Deployed a content marketing calendar for monthly organic blog content

Implementation Timeline

Result Achieved

Performance Metrics:

Notable Campaigns

• International Women’s Day Campaign: Conduct Influencer Partnerships + timed discounts to 2X the daily sales

• Festive Glow Bundle Promotion: Ran bundled offers via Meta and Google Shopping with product demos, increasing AOV by 28%