Bhave Haircare

Premium haircare in a category where every brand makes the same promises.

+374%

Revenue Growth

213%+

Improvement in Blended ROAS

-50%

Blended CPA

Ad Platforms Used:

About The Brand

Bhave is a premium Australian haircare brand, selling repair and treatment products direct and through salons. A lot of its buyers are women working through menopause-stage hair change, which makes for a considered buyer who reads the label.

Bhave first brought us in during late 2023 to rebuild their website and email, and we started running their ads in May 2024, a month after the new site went live.

The work covered both sides of the business: direct-to-consumer on Meta and Google, and the salon channel.

The Challenge

The core challenge was a crowded category. In premium haircare every brand is claiming the same thing, so the creative had to say something specific enough to cut through.

Claims needed care too. Anything said about a hair or scalp treatment had to be something the brand could stand behind, so creative went past Bhave's own educator before it ran.

Video & Static Ad Creatives

1

Meta Ads

  • Salon and direct buyers ran separately.
  • A salon sale never shows up as an online order, so the salon campaign sent people to find their nearest salon and was judged on that, not on purchases it could never record.
  • In June 2024 we moved from campaign budgets to ad set budgets, so money could go onto a winning creative or come off a losing one by hand, on our timing, rather than waiting for automation to catch up with what the results were already showing.
  • When the menopause ad set pulled ahead in April 2025, the other ad sets were paused so the budget could sit behind it.
  • Remarketing leaned on offers, because someone who already knows Bhave needs a reason to buy now, not another explanation.
2

Creative

  • We launched menopause messaging in early 2025.
  • It went out as three statics and two videos, and within two months it was one of the strongest messages the account had run since we started. Naming the exact stage of life someone is in does more work than any general promise about repair.
  • For the AI-generated models, we tested ages 50 and 65-plus, and Bhave set the upper limit themselves.
  • A video that led with a technical ingredient name drew expensive clicks, so we relaunched the same angle as two statics and cost per click fell by about three quarters.
  • Sending traffic to advertorials kept the message matched, with the landing page repeating the ad's own words.
3

Google Ads

  • Google stayed tight on purpose.
  • Most of the budget went into Standard Shopping, with a small brand campaign alongside it. For premium haircare the buying intent sits in Shopping, where someone can compare the product and price at a glance, and running only those two kept Google from buying volume the margin couldn't carry.
  • Brand search wasn't pushed. Bhave already ranked at the top for its own name, so extra budget there would largely have paid for clicks it was already getting.
  • Shopping bids were set by hand and raised gradually, because a brand-new account has no conversion history for automated bidding to learn from.
  • Once brand search had enough history behind it, it moved onto automated bidding in August 2024.

In Their Words

“We're very happy with the outcome we've had. There's no doubt that it's been effective. Very good work, Annie and Ethan, you guys.”

- Graham Nori, COO, Bhave

The Results

Between August and November 2024 revenue grew 374% and blended ROAS increased by 213%, with blended CPA down by about half.

Just to be straight about it: that window runs from a launch trough into the biggest retail peak of the year, so seasonality is doing some of the work. The part that isn't seasonal is the cost side. Halving CPA while more than tripling spend is the number I'd point at.

The account went into Black Friday with a creative library that had already been tested, rather than launching untested work into the most expensive weeks of the year.