Demand Gen for CBD eCom Brand
When a Danish CBD brand set out to break its all-time revenue record, we launched a bold new Demand Gen strategy to support it — and it paid off. With a simple structure, powerful testimonial-based creatives, and smart audience targeting, the campaign not only delivered a record-breaking January but hit a 420% ROAS in May 2025. Here’s how we made Demand Gen profitable on YouTube — in one of the most restricted ad categories online
Client:
Long-standing Danish CBD eCommerce brand (active since 2021)
Objective:
Break the company’s all-time monthly revenue record with a high-converting January discount campaign — using Google's Demand Gen format to reach new audiences with video-first content.
Challenge:
The client had previously relied heavily on Google Search and Shopping, with unstable results on Meta. They needed a new performance channel that could scale without sacrificing ROAS.
Strategy:
We launched a Demand Gen campaign with the following structure:
1 campaign
1 ad group
Multiple audience signals (custom segments + 1st-party data from Shopify)
Monthly content swaps based on user stories and limited-time offers
The content was created by a partner agency and included:
A woman with ADHD explaining how CBD helps her focus and sleep
A customer testimonial on product quality
Promo videos tied to limited-time discounts
Despite the campaign type being less predictable than Search, we moved forward based on 3 advantages:
High-quality, testimonial-style creative
Strong buying intent from our custom audience segments
Significant improvements in Google’s algorithmic targeting
Results:
420% ROAS in May 2025
Contributed to record breaking revenue in January 2025
200% average ROAS since January
Profitable scale on YouTube for the first time
Increased confidence in multichannel Google Ads strategy
Client Feedback:
“We never thought YouTube would become a reliable sales channel — this has opened up a whole new growth path for us.”
What’s Next:
We continue to scale and rotate content monthly, keeping performance stable while maintaining brand momentum.
