The agency had worked on the accounts for years, and the ROAS looked good. Hidde looked deeper and found a brand paying to reach people who were already on their way to buy.
A broken setup
Too much budget went to remarketing, and existing customers were not excluded from the new customer campaigns. Those campaigns kept reaching people who already knew the brand. The reports still showed a strong ROAS, because they counted orders that would have come in anyway.
Titles that do not match how people shop
Product titles came straight out of the shop system, without the words people type when they look for a bag like this. We rewrote them straight away.
What we changed
We improved both Google and Meta. After two months, 35% of the budget goes to new customers, and the brand campaigns on Google still deliver the same number of orders per month with 35% less budget. Meta is focused on growth instead of people who already want to buy. We steer on new customers and contribution margin, not on a monthly ROAS.
Augustus Schraven
Founder & CEO, SRFACE
"Hidde has been working with SRFACE for over a year and has become a key part of our team. What sets him apart is that he doesn't look at performance marketing in isolation, he understands the entire D2C funnel and is genuinely invested in the business."
Read the full review +
After two months, 35% of the budget goes to new customers. Brand campaigns deliver the same number of orders with 35% less budget.
Too early to say how much it adds, but the growth is already visible. Meta now focuses on growth instead of people who already want to buy. Hidde is now part of the team, with short lines and direct contact. No account manager in between, and a limited number of brands at a time, because Hidde works in every account himself.
Next projects.
(2016-26©)
