Icy Bear: £165K in Sales at 13x ROAS With Google Ads

About Icy Bear

Icy Bear is a UK dental brand specialising in teeth whitening products. Founded in 2020 by celebrity dentist Hannah Kinsella, the brand has built a growing product range including toothpaste, whitening strips, toothbrushes, and whitening gel kits. All products are produced in the UK, palm oil-free, SLS-free, and cruelty-free, developed under strict dentistry guidelines by qualified dental professionals.

The Challenge

When Icy Bear came to NUOPTIMA, they wanted the fastest path to more online sales. The teeth whitening category is competitive, with established brands bidding aggressively on high-intent search terms. Icy Bear needed a campaign structure that would drive conversions quickly while keeping cost per acquisition low enough to stay profitable at scale.

Team

Icy Bear Team

Sara H.

E-commerce General Manager

What We Did

NUOPTIMA started by building a tailored Google Ads campaign grounded in the keywords most relevant to Icy Bear's product range. The account was structured across three core campaign types:

• Keyword-targeted search campaigns with ad copy written to match buyer intent at each stage, from product discovery to purchase.
• Performance Max to maximize conversion value across Google's full inventory, including Shopping, Display, and YouTube placements.
• Branded search to capture high-converting demand from shoppers already aware of the Icy Bear brand.

Throughout the campaign, the focus was on lowering CAC while growing order volume. That meant close monitoring of ad performance, iterative ad copy testing, and working with Icy Bear to keep the product pages optimised for a straightforward purchase experience.

Results

The campaign generated £165K in revenue from £12K in ad spend, a 13x ROAS and an average ROI of 10x. Total reach was 1 million impressions across the campaign period, with 63.7K clicks and 4.63K conversions at £2.63 cost per conversion.

Clicks and Conversions

• 63.7K clicks across the campaign, with 4.63K converting into online sales.

• Total revenue of £165K at £2.63 per conversion against a £12K total ad spend.

Performance Max Campaign

• The Performance Max campaign, built to maximize conversion value, achieved an average conversion rate of 9.59%.

Branded Search

• The branded search campaign delivered 7,762 clicks at a 9.19% conversion rate, capturing high-intent shoppers already looking for Icy Bear by name.

NUOPTIMA also ran Facebook Ads for Icy Bear in a separate engagement. See the Icy Bear Facebook Ads case study for how the two channels worked together to grow online sales.

Key takeaways

1. In a competitive consumer category, campaign structure matters as much as budget. Splitting spend across Performance Max, branded search, and keyword-targeted campaigns let each campaign type do what it does best, with Performance Max and branded search each hitting a conversion rate above 9%. If you are running a single catch-all campaign, you are leaving efficiency on the table. A well-structured Google Ads setup is the starting point for profitable paid growth.
2. Cost per conversion is the metric that determines whether paid is a viable channel long-term. Hitting £2.63 per conversion on a teeth whitening product meant the unit economics supported scaling. The way to get there is continuous ad copy iteration and a purchase-optimised landing experience, not just bidding higher.
3. Paid and organic work better together. Icy Bear started with an organic SEO approach before layering in Google Ads for faster conversion volume. Brands that pair a strong SEO foundation with targeted paid campaigns typically see lower blended CAC because organic traffic reduces dependence on paid for every order.

If you want to see results like these for your eCommerce brand, book a call with NUOPTIMA or read the Icy Bear Facebook Ads case study to see how both channels combined.