Target Market: Malaysia
Duration: 6+ Years (Active)
Key Result: 14.7x Blended ROAS & Tens of Thousands of App Installs
The Takeaway: By executing a highly structured Google Ads framework—leveraging Performance Max to prioritize high-margin wellness inventory—we consistently capture high-intent retail demand across multiple peak festive seasons.
The Objective
As a legacy market leader in Traditional Chinese Medicine (TCM) and premium wellness products, Eu Yan Sang required a sophisticated digital advertising partner to scale its direct-to-consumer (DTC) channels. The primary objective of this ongoing 6-year digital retainer was to aggressively drive e-commerce sales during critical retail periods (such as Chinese New Year and Parents’ Day), maximize overall Return on Ad Spend (ROAS), and continuously acquire new users for the brand’s proprietary mobile application.
Our Strategy
We deployed a full-funnel Google Ads architecture centered around Google Performance Max (PMax) and Demand Gen campaigns. Rather than executing a blanket approach, the bidding strategy was engineered around specific inventory margins and seasonal purchasing behaviors. During peak festive windows, the algorithms were heavily weighted to prioritize high-AOV (Average Order Value) bundles and flagship wellness supplements—specifically Pure Chicken Essence and TigerMune immunity boosters. Simultaneously, we executed an “always-on” App Install campaign optimized strictly for low-cost user acquisition, ensuring the brand continuously captured a loyal, retargetable audience pool.
Key Campaign Highlights
- Consistent E-Commerce Scaling: Successfully generated multi-million Ringgit online revenue annually, sustaining continuous year-over-year growth across the 6-year retainer.
- High-Efficiency Media Buying: Based on a recent 36-month performance snapshot, the strategic utilization of Performance Max campaigns consistently bypassed benchmark targets to achieve an overall blended 14.74x ROAS.
- Strategic Inventory Optimization: By actively managing the product feed, we successfully pushed high-margin specialty items (such as the Essence of Black Boned Chicken and Ginseng series), capturing explosive product-level efficiencies of up to 31x ROAS.
- Low-Cost User Acquisition: The dedicated mobile app campaigns successfully scaled the brand’s digital ecosystem, generating tens of thousands of new app installations at an incredibly efficient Cost-Per-Acquisition (CPA) of just RM 0.36 per install.
- Enterprise Reliability: Maintained continuous agency stewardship for over six consecutive years, seamlessly adapting the digital framework to match the client’s evolving annual e-commerce targets.