An ozonated oil-pulling brand entering a saturated toothpaste-dominant category with a low-competition format play and a 7-organic-keyword SERP footprint. Wasted spend on toothpaste-format searchers and freebie hunters threatened the high-intent CPC.
Toothpaste-format searchers and freebie hunters draining CPC; saturated competitor field on toothpaste-only keywords
84 campaign + 164 ad-group negative keywords + 58 SQR-winner exact-match promotions
Ozonated oil pulling (very few DTC competitors) + drop format vs. toothpaste sea + clinical grounding
'coconut oil for pulling' returned 51.4× ROAS at the single-query level in the 90d winner mine; 'dentite cavity healing' 20.4×; 'what helps rebuild teeth' 15.6×. All 3 promoted to exact-match as their own ad groups.
First-pass negative-keyword hardening recovered the format-mismatch waste before scaling. The hardening itself is the spend hygiene.
'Very new - only 7 organic keywords, minimal SERP authority' per the brand KB, but the campaign architecture, four-window analysis cadence and SQR-winner promotion discipline are already in place.