Ahead of the most important commercial peak of the semester, Trendy needed to scale its digital results without compromising profitability.

The brand was operating in a highly competitive environment within Colombia’s cosmetics industry, where capturing users’ attention in November meant competing not only on price, but also on relevance, inspiration and conversion potential. In this context, a strategy based solely on performance campaigns could limit growth, especially as acquisition costs began to rise.

Until September, the account had a structure focused mainly on the lower funnel, with Search and Performance Max playing a significant role. Although these campaigns helped capture users with purchase intent, the strategy had limited ability to build and prepare audiences in earlier stages of the customer journey.

The challenge was to transform the digital strategy to drive more profitable growth, reducing CPA and strengthening ROAS at a key moment for the business.

Within such a dynamic and competitive category as cosmetics, the brand was at a key moment to accelerate its digital growth. Trendy needed to strengthen its online presence and better prepare its campaign ecosystem to capture more demanding, more competitive and, as usually happens at this time of year, considerably more expensive demand.

The strategy focused on strengthening Trendy’s digital ecosystem by incorporating Demand Gen as an additional demand-generation layer within its Google Ads strategy.

The activation of Demand Gen, launched in October 2025, made it possible to reach users at earlier stages of the funnel through visual formats and high-content-consumption environments, increasing brand visibility and generating greater interest in its products ahead of the peak commercial period.

This strategy helped increase the volume of users exposed to the brand, build remarketing audiences and enrich the signals used by conversion-focused campaigns.

At the same time, Search and Performance Max campaigns continued to capture high-intent demand, now supported by a broader and more qualified user base that had previously been built through Demand Gen.

The strategic approach was based on three key pillars:

• Demand generation through Demand Gen activation to expand reach and attract new users.
• Audience development to strengthen remarketing strategies and improve machine learning signals.
• Continuous optimization of Search and Performance Max to capitalize on generated demand and maximize investment efficiency.

The combination of these efforts made it possible to connect the discovery, consideration and conversion stages under a single strategy, improving the overall performance of the account and preparing it to face the November commercial peak in a more efficient and profitable way.