Industry
Animal Health, Petcare Genetics, and Biotechnology
Challenge
The business struggled with high acquisition costs and weak brand recognition, which were largely driven by unclear product messaging directed at core demographics. Furthermore, persistent account instability consistently impeded its ability to scale operations effectively.
Results
The impact your customer saw. Two to three sentences are a good standard for the right amount of content.
Key Product
Pet Breed + Health DNA Test Kit
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The Overview
Year: 2022 - 2023
Performance Marketing Director, Basepaws Account
As Performance Marketing Director on the Basepaws account for a California-based agency, I spearheaded revenue growth for their pet DNA testing products, increasing Meta-driven revenue by 73% while reducing CPA by 30%.
Key Challenges
- High CPA
- Limited brand recognition
- Unclear product messaging to target demographics
- Account instability impeding scalability
Performance Enhancements
Pre-Implementation Metrics:
- Ad Spend: $63,793
- Revenue: $64,105
- CPA: $119
Post-Implementation Metrics:
- Ad Spend: $110,478
- Revenue: $157,987
- CPA: $83
Rebuilt audience targeting and messaging from the ground up, reducing acquisition costs by 30% while successfully scaling ad spend by 73% profitably.
The Strategy
Meta Ads:
- Introduced a lead-generation quiz, successfully generating a high volume of leads that we later nurtured through targeted email and ad campaigns.
- Segmented lead lists for focused retargeting campaigns, driving lead-to-sale conversions.
- Launched optimized prospecting campaigns targeting users over 35, with a particular focus on female demographics, who accounted for the majority of purchases.
- Employed dynamic product ads to enhance scalability and reach.
- Leveraged Lookalike Audiences derived from new customers and leads, expanding high-performing audience segments and maximizing engagement and conversion potential.
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