The client
SuperDNA is a Malaysian consumer genetic-testing brand, operated by MyGenome Sdn Bhd, selling DNA test kits online — including its Ultimate DNA, CancerDetect™ and SuperKids ranges. We also run its SEO (see the SuperDNA SEO case study); this case covers the paid search account.
The problem
Broad-match spend was going on informational and free-genealogy searches, the paid landing pages converted under 1% of visitors, and the account's ads rarely held the top of the page for the searches that matter. At the start of 2026 every RM 1 of Google spend returned RM 1.40, and each paying customer cost RM 410 in media.
What we did
- Query control. Broad-match informational spend removed and low-intent free-genealogy searches blocked with negative keywords.
- Bidding by product. SKU-specific target return on ad spend on the higher-margin kits, with bundles and family and paediatric packages as cross-sells.
- Better conversion data. Enhanced Conversions matching first-party orders through GA4, and recent purchasers excluded from the ad pool for 30 days.
- Timing and geography. Bid tiers by location and bids weighted to evening research hours.
- Landing page conversion. Checkout cut from five fields to two, faster mobile pages under 1.8 seconds, and variant testing on the paid landing pages.
- Ad relevance. Fifteen tailored headlines per ad group, plus structured sitelinks and consultation callouts.
What we delivered
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2Google campaign typesSearch and Performance Max, with SKU-level target return on ad spend on the higher-margin kits.
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15headlines per ad groupTailored ad copy for each test category and product line.
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2field checkoutThe paid landing page checkout cut from five fields to two.
Deliverable counts, supplied by shakalakaa. Not performance metrics.
