Vendor reportCassandra, 2025

Beauty brands got only 1.70x median ROI from non-brand search, with very uneven results

Channel validation

1.70x

median ROI for Beauty & Personal Care Search Non-Brand, with a reported confidence interval of 0.01x to 15.53x

Reader Note:: For Beauty & Personal Care, the 95% confidence interval for this median runs from 0.01x to 15.53x, so a few advertisers did very well while most saw modest returns. The report advises against using 1.70x as a planning number. The same vertical got 3.71x from Search Brand and 2.37x from Performance Max. The report doesn’t give the number of advertisers behind this cell.
Evidence:: Modelled / projected
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: 253 revenue-outcome marketing mix models from 59 unique advertisers, covering $383M in media spend; data spans 2023-2025. Each record is one channel from one model run.

Good for

Planning with a rough expectation, and sanity-checking your own assumptions.

Not for

Reporting as what happened. This is what a model expects, not what anyone counted.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
The source never says how this number was measured.
The source says how much it looked at, but not how any of it was chosen.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

11.4%

of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

Beauty brands got only 1.70x median ROI from non-brand search, with very uneven results

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