Huel boosts growth efficiently with AI-driven Google Ads campaign management and feed optimisation

Building a full-funnel strategy

Huel, a leading brand in convenient nutrition, aimed to expand its presence in the US market but lacked the campaign segmentation and structure needed to compete effectively. The team was focused on driving new customer acquisition through generic terms, even if that meant accepting a ROAS below 1x in the short term.

At the same time, inconsistencies in key product feed attributes, like promotional text in titles, were limiting visibility, particularly for low-traffic products that often go underserved.

Combining feed optimisation with AI-driven bidding

To get more growth from non-branded queries, we delivered a two-part strategy: restructuring Huel’s Shopping campaigns for enhanced control over bidding and refining its product feed for improved visibility.

We segmented Shopping campaigns by product performance and audience behaviour, with our AI-driven platform adjusting bids in real time. This enabled Huel to efficiently capture high-intent generic traffic, without relying on branded terms to drive performance.

Alongside this, feed optimisation focused on improving product titles, removing promotional text, and standardising key attributes. These changes helped Google better match products to user searches, boosting visibility and performance.

Increased conversions and improved efficiency

Year-on-year, Huel’s Google Shopping campaigns saw revenue increase by 45%, and clicks grew by over 70%. These results were achieved with a 15% lower CPC.

Feed optimisation played a key role in Huel’s overall performance uplift, contributing to a 40% increase in ROAS and a 13% increase in click-through rate. Crucially, even low-traffic products saw major performance gains.

Huel’s results were driven by a focus on generic acquisition, not just brand-led conversions. This highlights that generic traffic can perform well with the right campaign structure and optimised feed attributes.