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Industry
Beauty
Market
  • Singapore
Business model
Ecommerce / direct-to-consumer
Main goal
Grow organic traffic and direct organic checkouts
Services used
Google Ads

Case Study for Google Ads

Illumia Therapeutics Paid Ads Case Study

SEO, ecommerce content and AI search optimisation helped Holistic Way grow direct-to-consumer organic sales from its own website.

Holistic Way is a leading Singapore health and wellness brand known for high-quality supplements. The brand already had strong presence across offline retail and major marketplaces such as Shopee and Lazada — but its owned ecommerce website was still an underused growth channel. Holistic Way did not only need more rankings. It needed to shift more customers from marketplace discovery to direct-to-consumer checkouts on its own website.

Heroes of Digital helped Holistic Way build stronger organic visibility, improve authority in a competitive health and wellness category, and grow direct organic checkouts through SEO, content clusters, technical optimisation, authority building and Google AI Overview readiness.

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+ 0 %

Increase in organic checkouts year-on-year

+ 0 %

Growth in organic sessions, reaching 60,956

+ 0 %

Rise in organic users from non-paid search

TL;DR

Illumia Therapeutics faced a significant “blind spot”: while their advertising generated a high volume of leads, they lacked visibility into which specific campaigns were producing qualified leads versus junk. By implementing HeroIQ, we bridged the gap between clicks and actual revenue. Without increasing their ad budget, we achieved:

  • 271% increase in monthly revenue within three months of implementation.
  • 7.5x increase in monthly closings
  • 15x increase in show-up rates compared to pre-implementation levels.

The Challenge: A "Leaking" Sales Funnel

Illumia Therapeutics was in a position many successful beauty spas face: they had no shortage of inquiries, but they were flying blind when it came to ROI. The core challenges included:

  • Lack of Lead Visibility: While lead volume was high, it was entirely unclear which advertising campaigns were delivering qualified leads and which were simply wasting budget on “window shoppers.”
  • ROAS Ambiguity: Because they couldn’t trace a specific sale back to a specific ad, they couldn’t identify their best Return on Ad Spend (ROAS), leading to inefficient budget allocation.
  • Manual Bottlenecks: The front desk relied on manual Excel sheets, making it impossible to track a lead’s journey from the first click to the final treatment.
  • Fragmented Data: With no centralized system, follow-ups were inconsistent, and valuable data on show-up rates and appointment conversions was frequently lost.

The Comparison: Life Before vs. After HeroIQ

FeatureBefore HeroIQAfter HeroIQ
Lead Quality VisibilityNone. Unclear which ads generated patients vs. inquiries.Full Transparency. Every lead is traced back to the specific ad and creative bucket.
Data ManagementManual Excel sheets; high risk of “leaky” sales funnel.Automated lead capture from Paid Search and Meta into a centralised dashboard.
Follow-up ProcessInconsistent and slow; no tracking of lead status.Structured pipeline: New → Contacted → Booked → Showed → Closed.
Optimization StrategyGuesswork. High spend on high-volume, low-quality ads.Data-driven. Budget shifted to “winning buckets” that actually closed.
Revenue GrowthStagnant due to inefficient lead handling.Scaled 271% in 3 months.

The Results: Scaling Through Efficiency

The implementation of HeroIQ acted as a catalyst for exponential growth:

  • Efficiency Without Extra Spend: We achieved a 3x increase in revenue over 90 days and a 15x increase in show-ups —all while maintaining the same advertising budget.
  • From Steady to Strong Growth (Mar–Jul): Lead volume grew by 2.2x. More importantly, lead quality soared; appointments increased 7.5x in that same period.
  • Record Revenue Momentum: Once the funnel was stabilised and we could see which campaigns were “qualified,” revenue surged to a record-breaking 271%.

The Solution: A System for Qualified Success

We transformed Illumia’s marketing from a “lead-gen” engine into a “revenue-gen” engine through three core pillars:

1. End-to-End Lead Attribution (HeroIQ)

We replaced manual tracking with HeroIQ’s automated system. By using call tracking, transcribing, and automated web-form capture, we gave the team total visibility. For the first time, Illumia could see exactly which campaigns were producing the “qualified” leads that actually walked through the door.

2. Accountability in the Funnel

HeroIQ allowed us to track the status of every lead in real-time. This eliminated “lead leakage” by ensuring the front desk responded faster and followed a structured process. We moved from “we have a lead” to “we have a lead who is contacted, booked, and showed,” creating a clear path to the sale.

3. Winning Creative Buckets

Armed with data on which leads were the most qualified, we performed a deep-dive creative analysis. We grouped ads into “Creative Buckets” and used HeroIQ to see which ones had the highest closing rates. We shifted the budget away from high-volume/low-quality buckets and iterated on the winners, allowing us to scale revenue vertically without increasing the ad spend.

The Outcome

271%

increase in monthly revenue within three months of implementation.

15x

increase in show-up rates

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