Genetic testing Malaysia

SuperDNA: Google Ads for a Malaysian Genetic-Testing Brand, Return on Ad Spend from 1.4× to 4.1×

Google Search and Performance Max for SuperDNA, the Malaysian consumer genetic-testing brand operated by MyGenome Sdn Bhd — high-intent keyword control, negative filters and landing page conversion work, measured in paid revenue, return on ad spend and cost per paying customer across Q1–Q3 2026.

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

  • 2 Google campaign types Search and Performance Max, with SKU-level target return on ad spend on the higher-margin kits.
  • 15 headlines per ad group Tailored ad copy for each test category and product line.
  • 2 field checkout The paid landing page checkout cut from five fields to two.

Deliverable counts, supplied by shakalakaa. Not performance metrics.

Results (Q1–Q3 2026 · Malaysian and Singapore campaigns, one Google Ads account)

Metric Before After
Return on ad spend (Google Ads) 1.4× 4.1×
Monthly paid search revenue RM 48,000 RM 187,200 (3.9×)
Cost per paying customer RM 410 RM 172 (−58%)
Paid landing page conversion rate 0.95% 3.23% (3.4×)
Absolute top impression share 22% 78%
Search click-through rate 2.1% 6.4%
Average keyword Quality Score 4.2 8.8

The account runs Malaysian and Singapore campaigns together and the figures are reported for the whole account, not split by country. Sources: Google Ads Manager and GA4 e-commerce purchase events (return on ad spend); Google Ads cost reports matched to the client's CRM order logs (cost per paying customer); GA4 checkout funnel and Unbounce variant audits (conversion rate); Google Ads Auction Insights (impression share); Google Ads Keyword Diagnostics (Quality Score, click-through rate); HubSpot CRM closed deals and payment-gateway attributed sales (revenue: online kit orders and tele-consultation bookings). Costs are the client's Google media cost, not shakalakaa's fee, which we do not publish.

What this means for your genetic-testing brand

The plain-language version. Over the first three quarters of 2026, every RM 1 of Google spend went from returning RM 1.40 to RM 4.10, paid search revenue grew from about RM 48,000 to RM 187,200 a month, and each paying customer cost RM 172 instead of RM 410 — while the account's ads held the top of the page for 78% of eligible searches instead of 22%.

What this says about shakalakaa: we run Google Ads and search marketing for regulated health products as a revenue system — query control, bidding by product and landing page conversion together — and we report it in paid revenue and cost per customer.

Related pages search marketing
Related at shakalakaa Google Ads management how we work with enterprise clients

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FAQ

Frequently asked questions

What did shakalakaa do for SuperDNA on Google Ads?
Ran its Google Search and Performance Max campaigns: negative-keyword and query control, SKU-level target return on ad spend, Enhanced Conversions, location and time-of-day bid tiers, and conversion work on the paid landing pages.

What were the results?
Across Q1–Q3 2026: return on ad spend from 1.4× to 4.1×, monthly paid search revenue from RM 48,000 to RM 187,200, cost per paying customer from RM 410 to RM 172, and landing page conversion from 0.95% to 3.23%.

Do these figures cover Malaysia only?
No. SuperDNA runs its Malaysian and Singapore campaigns in one Google Ads account, and these are whole-account figures, not split by country.

Is the RM 172 shakalakaa's fee?
No. It is the client's Google media cost per paying customer. shakalakaa does not publish its fees.
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