MitoQ Case Study - Chunky Duck

Brief & Challenge

With several years of Google Ads strategy and management under the capable hands of the team at Chunky Duck, it was time to reassess the current campaign structure. Our goal was to determine if it still provided the optimal return on investment that it did when initially constructed. This evaluation wasn't prompted by a client request but was driven by our internal commitment to consistently deliver the best possible results for our clients.

Service/s

Google Ads, Meta Ads, PPC

Sector

Health

About the client

MitoQ is the world’s first mitochondria-targeted antioxidant. Uniquely designed to target cell stress, it helps unlock more energy, faster exercise recovery and healthier aging - and is recommended by doctors, cardiologists and nutritionists.

Strategy + process

At Chunky Duck, we believe in continuous improvement and innovation. To maximise performance, we decided to restructure the account, focusing on enhancing what was already working well.

Operationally, we decided on taking the account from the below:

Total Campaigns: 91
Total Ad Groups: 121
Total Ads: 247
Total Keywords: 3208

New Streamlined Structure:

Total Campaigns: <25
Total Ad Groups: <50
Total Unique Ads: <40
Total Keywords: >3000

By refining the account structure, we hypothesised that we would achieve several key improvements:

Gains in the effectiveness of each marketing dollar
More room for copy & targeting optimisation
Better results with less segmentation
Alignment with Meta Ads AIDAR strategy with more interpolation or cross pollination of our ad journeys

Results

Using a 120D reporting period vs the previous year:
October 24th ‘24 – February 20th ‘25 vs October 24th ‘23 – February 20th ‘24

Costs

Decrease in spend

8%

Decrease in CPA

65%

Conversions

Increase in conversions

182%

Conversion value / cost

237%

Conversion rate

210%

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