s360 & Sephora: Revamping Search setup with best practices increased revenue and ROAS by 60%

Implementing the right Paid Search setup catapulted Sephora’s Nordic performance, increasing ROAS by 58% and driving revenue up by 62%.

The challenge

Budget allocation based on intuition

Sephora is a leading beauty retailer that offers a wide range of makeup, skincare, and fragrance products from top brands. In recent years, Sephora has invested in paid search advertising to drive traffic to its website and stores and to increase sales and revenue, but despite the increase in budget, the results had not been up to par with their other markets.

Sephora needed help with Paid Search activities in the Nordic markets, which include Denmark, Norway, Sweden and Finland, to allocate budget efficiently & reach a broader audience with their content. Furthermore, Sephora lacked a setup that matched best practices.




Beauty retailer

increased ROAS
higher revenue
increase in orders

The solution

Total revamping of the Nordic Paid Search setup to meet best practices

To get the best start, s360 dismantled the previous setup and completely rebuilt Sephora’s Paid Search setup from scratch based on s360’s best practices and expertise. Instead of going on intuition, s360 conducted a full diagnostic on Sephora’s Paid Search setup. By matching the budget to the performance of each market, Sephora saw an immediate lift in awareness and engagement.

Moreover, s360 helped Sephora realise its full Paid Search potential by reaching a wider audience than they previously had.

I have the pleasure of working with s360 for Paid search, the team took the time to understand our business and was flexible to fit our needs. Furthermore, they made sure our Google accounts and campaigns were improved to drive traffic, revenue and maintain the ROI we needed. They have opened up a new world of possibilities for Sephora in the Nordic markets and helped us reach better results by optimizing our setup and actualizing our new and improved Paid Search strategy.

- Caroline, Marketing Manager, Sephora Scandinavia

The results

Record-breaking revenue and ROAS results for the Nordic markets

Through a combination of keyword research, ad copy optimization, and bid management, Sephora has been able to maximise the efficiency and effectiveness of their Paid Search campaigns. Overall, Sephora saw improvements in their Nordic performance market-wide and a combined increase of 62% in revenue and 58% higher ROAS from Non-brand ads.

For the Danish market, s360 saw the opportunity to lower spending while still increasing revenue, which resulted in an outstanding 60% higher ROAS than the previous year.

With the help of s360, Sephora has leveraged data and technology to continuously improve their Paid Search strategy and drive even better results.

The client


Sephora is a French multinational retailer of personal care and beauty products with 36 markets and over 3,000 points of sale. Featuring nearly 340 brands, along with its own private label, Sephora Collection, Sephora offers beauty products, including cosmetics, skincare, body, fragrance, nail colour, beauty tools, body lotions and hair care.

Their mission is to deliver a curated, innovative, prestige beauty experience, allowing people to explore their beauty and meet the best version of themselves.


Mikala Bagger, Senior Manager, Client Strategy
Phone: +45 30136432


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