Goodair Nosebuds

Project Overview

Fastlane Digital partnered with Goodair Nosebuds to take an established New Zealand nasal wellness brand into the Australian market, while simultaneously repairing the tracking and channel infrastructure needed to make that expansion measurable. The engagement spanned Google Ads and Meta advertising across both markets, an SEO and content strategy, a Klaviyo email migration and audience build, and a structured capability-building programme for the client's in-house team, including turning a systems engineer into a confident, hands-on marketer.

Challenge

Goodair's Google Ads account was compromised before any AU work could begin: a Google tag mismatch and a cross-domain linking gap between the NZ and AU sites meant conversions weren't being attributed correctly, and a misconfigured primary conversion goal had been skewing optimisation for months. Cost per conversion across the account sat at NZ$90.76.

Layered on top of that was the complexity of a genuine market launch, building a compliant AU campaign structure with TGA/ARTG-appropriate ad copy, updating audience data to capture the best cost per result, and deciding how much of the proven NZ creative library could carry over versus what AU would need fresh.
On the client side, the team needed to build real internal capability rather than stay dependent on an agency indefinitely, and Goodair had just migrated its email platform from Mailchimp to Klaviyo with no audience segmentation in place yet.

Solution

We started with the plumbing: a full tracking and Google audit and backing up the current account, a fix for the cross-domain linking gap, correction of the conversion action so Google Ads was finally optimising toward the right goal, and Google Ads Scripts built for automated ANZ reporting so performance was visible without manual pulls.
With clean data flowing, we restructured the Google account and built the AU campaign framework with compliant ad copy, market-appropriate targeting, and a PMax setup that could scale efficiently once traffic normalised.

In parallel, we ran a Meta audience and creative optimisation review across both markets, tracking which concepts were scaling, which were fatiguing, and where AU was over-relying on the NZ creative library rather than earning its own.

On the organic side, we built out an SEO and answer-engine optimisation content strategy for the domains, aimed squarely at commercial outcomes and reducing spend on brand terms, rather than vanity traffic. We set up Klaviyo audience segmentation from the ground up following the Mailchimp migration, giving the team a real base for lifecycle and retention email.

And running underneath all of it was a deliberate capability-building thread: a detailed training workbook for Nathan, the client's systems engineer, to bring him up to speed on paid media fundamentals, plus support as he built out a project management tool to handle the team's content collaboration and campaign approval workflow. The process infrastructure a growing two-market operation actually needs.

Results

The revamped marketing system and Australian launch had an immediate positive impact on the client’s sales trajectory. Since taking over the account in June, Google cost per conversion has dropped roughly 80%, from NZ$90.76 across the account down to NZ$16.34 on the now-scaled NZ PMax campaign.
NZ Meta prospecting is compounding, cost per purchase down 26% while volume is up 36% in a single month. And the account now has clear, evidence-based signal on which creative to scale.

On the team side, Nathan has moved from a standing start in systems engineering to running day-to-day marketing tasks with a genuine understanding of the fundamentals, and the project management tool he built is now the backbone of how the team plans and approves campaign content. The tracking and reporting infrastructure means Goodair can see all of this themselves, in near real time, across both markets. The foundation the AU launch needed before it could scale.