Overview

ScentsOfMood is a growing eCommerce fragrance brand looking to scale revenue across multiple channels. While the brand had strong products and demand, its marketing strategy lacked the structure and channel diversification needed for consistent, scalable growth.

StubGroup partnered with ScentsOfMood to transform its acquisition and retention strategy by leveraging paid search, paid social, TikTok ads, and email marketing to build a high-performing, multi-channel revenue engine.

The Challenge

Before working with StubGroup, ScentsOfMood faced several growth limitations:

• Google Merchant Center suspension, which prevented the brand from running Shopping ads and limited eCommerce growth
• Underperforming Google Ads campaigns, with Shopping campaigns generating a ROAS lower than break-even
• Limited channel diversification, relying heavily on a single acquisition source
• No email marketing system in place, leaving significant revenue untapped
• Missed opportunities in paid social and emerging platforms like TikTok

This resulted in inconsistent performance and unrealized revenue potential across both acquisition and retention channels.

The Approach

StubGroup implemented a full-funnel, multi-channel strategy designed to increase efficiency, diversify traffic sources, and maximize customer lifetime value.

1. Google Ads Restructure & Performance Max Strategy

StubGroup overhauled the paid search strategy:

• Eliminated underperforming Shopping campaigns
• Transitioned to a multi-campaign Performance Max structure
• Segmented campaigns based on product performance to allocate budget efficiently between top performers and underperformers
• Focused on optimizing for conversion value and ROAS

This shift allowed for better automation, improved targeting, and stronger overall performance.

2. Expansion into Paid Social (Meta & TikTok)

To scale beyond Google, we did the following:

• Launched Meta Ads to capture and convert new audiences
• Introduced TikTok Ads to tap into emerging demand and discovery-based shopping behavior
• Focused on remarketing and brand recall to strengthen the funnel while maintaining cost efficiency

This created multiple acquisition channels and reduced reliance on any single platform.

3. Email Marketing Implementation (Klaviyo)

Recognizing the untapped opportunity in retention:

• StubGroup launched email marketing shortly after paid search and paid social ads
• Built and optimized automated flows to capture lifecycle revenue
• Introduced campaigns aligned with product launches, holidays, and promotions

This turned email into a major revenue driver, consistent with top-performing eCommerce brands.

The Results

StubGroup’s multi-channel strategy delivered significant performance improvements across the board:

Performance:

• Increased Google Ads ROAS by 3-4x
• Successful transition to Performance Max resulted in some of the highest revenue days the brand had seen
• Social remarketing delivers consistently high ROAS, supporting overall performance and reinforcing brand recall
• Strong performance across Meta Ads, contributing to scalable growth
• TikTok Ads generating steady purchases, establishing a new and growing revenue channel

Conclusion

By combining paid search, paid social, TikTok, and email marketing, StubGroup helped ScentsOfMood:

• Dramatically improve advertising efficiency and ROAS
• Unlock a major new revenue stream through email marketing
• Diversify acquisition channels for more stable growth
• Build a scalable, full-funnel marketing system

The result is a high-performing eCommerce engine where acquisition and retention work together to drive consistent, long-term revenue growth.