We launched a $400 fragrance on Google Ads and took it from zero to $30K MRR.

Atelier des Sens is a luxury perfume house. There was no account, no conversion tracking, no product feed, no proof. We built the whole Google Ads engine from the ground up, measurement first, then scaled it with Demand Gen to $30K in monthly recurring revenue inside a year, holding a 2 to 3x ROAS on lean spend.

Luxury fragrance

~$400 AOV

Scaled with Demand Gen

Search + Shopping

Server-side tracking

Atelier des Sens · luxury fragrance · a 12-month build on Google Ads

$30K

Monthly recurring revenue, built from a standing start

2.5x

A 2 to 3x Google Ads ROAS, held on $5 to $10K a month

$400

Average order value, a genuine luxury price point

12

Months from the first dollar spent to $30K MRR

The challenge

Selling a $400 perfume on Google Ads is the hard mode of DTC.

High-intent search is powerful, but almost nobody was searching for a luxury house that did not exist yet, so the demand had to be created, not just captured. We were starting from nothing, and every one of these had to be solved before a single sale could scale.

Price

A $400 first purchase

Few people buy a $400 bottle on the first click from a brand they have never heard of. The work is building enough desire and trust that high-intent search converts at a luxury price.

Measurement

No signal to bid on

At launch there is no conversion history and low order volume, and iOS plus consent loss hides sales client-side tags never see. Smart Bidding cannot optimise toward revenue it never records.

Positioning

Luxury, not clearance

The discount-led copy and generic Shopping treatment that scales cheap DTC actively cheapens a luxury house. The brand had to feel worth $400 in every ad, listing, and landing page.

Zero base

No feed, no structure

No Merchant Center feed, no campaign architecture, no historical data for the bidding to learn from. The entire account had to be built before it could carry spend.

What we did

Measurement first, then the feed, then scale with Demand Gen.

We ran the launch on the same fundamentals we bring to every account, in order. Get the data right, build the account around real search intent, engineer the feed as a core engine, and only then pour fuel on what the numbers prove.

Fixed the measurement first.

Stood up accurate, server-side conversion tracking with enhanced conversions, passing true order values rather than a flat proxy, so Smart Bidding learned from real revenue instead of the sales that iOS and consent loss quietly hide. This is the foundation everything else stands on.

Positioned it as a luxury house.

Built ad copy, offer, and landing pages around desire, craft, and story, never a discount. The job was to make a $400 price read as value, so a searcher felt the brand was worth it rather than flinching at the number.

Built a clean account structure.

A deliberate architecture across Brand Search protection, high-intent non-brand Search, Shopping, and Performance Max, adding each channel only once the last proved out, so budget concentrated on what actually converted.

Engineered the Merchant Center feed.

Treated the feed as a core campaign, not a chore: titles, attributes, and imagery built to sell a luxury fragrance, segmented by performance, tested and kept clean every week. For Shopping and PMax the feed is the campaign.

Matured the bidding on real signal.

Progressed Smart Bidding from Maximize Conversions to Target CPA to Target ROAS as data accumulated, tuned around the longer consideration cycle of a luxury buyer so profitable campaigns were never throttled on delayed conversions.

Scaled the brand with Demand Gen.

The lever that unlocked real scale was Demand Gen: visual and video campaigns across YouTube, Discover, and Gmail that built desire for a fragrance nobody was searching for yet. It created the demand that then fed branded Search and Shopping downstream, and carried the account from a few thousand a month to $30K MRR at a 2 to 3x ROAS on $5 to $10K a month.

The result

From an empty account to $30K a month, one luxury sale at a time.

No inherited winners, no shortcuts. We built the measurement, the structure, and the feed from scratch, then scaled with Demand Gen, using visual, story-led campaigns to create the demand and compound it into a $30K MRR fragrance brand across twelve months.

Atelier des Sens · luxury fragrance

Monthly recurring revenue

$0 → $30K

Primary scale channel

Demand Gen

Google Ads ROAS

2 to 3x

Average order value

~$400

Monthly ad spend

$5 to $10K

At launch

$0 / mo

No account, no conversion tracking, no feed, no proof. A luxury brand with everything still to build.

Delivered

$30K / mo

A durable recurring-revenue engine at a 2 to 3x ROAS, scaled with Demand Gen on lean, efficient spend.

Work with Goodwin Partners

Launching or scaling a premium brand on Google Ads?

01 We audit tracking, structure and feed

02 You get a clear plan, fit or no fit

03 If it fits, we build and scale