TENGA Doubled ROAS and Halved Cost Per Conversion

Challeges

• Highly regulated category where privacy restrictions limit conversion tracking and cultural nuance drives consumer acceptance
• Strong brand equity in Japan, the UK and North America had not translated to non-English Europe, with Germany, France, Spain and Italy underperforming against clear demand potential
• Campaigns were built on English-first creative, creating friction with local audiences and producing inconsistent ROAS, weak engagement and inefficient spend
• The brief carried hard targets: monthly purchases from 150 to 195, conversions up at least 15%, ROAS at or above 1.0 in every active market, cost per conversion down with 15% better conversion rate efficiency, and a repeatable structure that could scale into new markets
  

Strategy & Approach

• Shifted from translation-led execution to a localisation-first approach, treating each market as its own audience rather than a translated version of the English campaign
• Rebuilt the Google Ads ecosystem for country-level optimisation, so bidding, messaging and creative could adapt per market without losing operational efficiency
• Implemented native-language journeys end to end, covering localised ad copy, culturally relevant imagery and dynamic landing pages
• Produced professionally dubbed video in German, French, Italian and Spanish through Google’s International Growth Agency Program, letting Performance Max distribute localised creative across YouTube, Search, Display and Discovery
• Media investment was concentrated on non-English European markets, weighted 64% to non-branded search and 26% to Performance Max, with budget reallocated between markets on real-time performance signals.

Results

The localised PMax strategy delivered significant performance gains in Germany. Branded Search ROAS increased by 127% month-over-month, while conversions rose by 59%. Performance Max campaigns in both Germany and France consistently achieved ROAS above 1.0, validating the effectiveness of the localisation-first approach.

The results significantly exceeded the campaign’s targets:

• ROAS YoY increased 112% (0.70 → 1.49)
• Conversions increased 69% (880 → 1486)
• Cost per conversion decreased 48%
• Conversion value increased 86%

Germany delivered a 138% ROAS uplift, France increased 96%, while Spain +98% and Italy +66% also recorded strong performance improvements. Every market achieved a ROAS above the target of 1.0.

What began as a performance recovery initiative quickly evolved into a scalable international framework. By combining localisation, AI-driven optimisation and market-specific campaign structures, Online Marketing Gurus transformed a fragmented European campaign into a high-performing global growth engine.