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.
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.
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
Google campaign types
Search and Performance Max, with SKU-level target return on ad spend on the higher-margin kits.
headlines per ad group
Tailored ad copy for each test category and product line.
field checkout
The paid landing page checkout cut from five fields to two.
Deliverable counts, supplied by shakalakaa. Not performance metrics.
