AI-Powered Conversion Optimization with iBQML for Hydratherma

Category: E-Commerce | Beauty & Haircare

Hydratherma Naturals, a clean haircare brand for curly and transitioning hair, wanted to improve ad efficiency and personalize customer experiences. Using Instant BigQuery ML (iBQML) integrated with GA4 data, we built an AI-driven predictive model that identified high-intent shoppers and automatically fed those audiences into their ad and email campaigns.

The result : smarter targeting, improved spend efficiency, and measurable conversion growth.

Rising ad costs and declining ROAS from broad audiences.

Limited visibility into which visitors were most likely to purchase.

Manual segmentation slowing campaign execution.

Connected GA4 event data directly to BigQuery for scalable analysis.

Trained predictive models in iBQML to score users by purchase probability.

Synced high-propensity audiences with Google Ads & CRM.

Automated refreshes of audiences using daily GA4 data ingestion.

This enabled real-time, ML-powered targeting and eliminated manual data handling.

MetricResultDriver

35 %Conversion Rate LiftAI-based audience targeting

2.5 ×Return on Ad Spend (ROAS)Predictive ML audiences

22 %Lower Cost Per AcquisitionSmart automation & data optimization

By combining GA4 data, BigQuery, and AI, Hydratherma Naturals moved from generic marketing to predictive personalization — converting more customers at lower cost while uncovering new insights about buyer behavior.