In the ever-evolving world of D2C (Direct-to-Consumer) marketing, scaling a brand requires more than just great products. It demands a finely-tuned strategy that combines data-driven insights, creative execution, and relentless optimization. At ROI Magnet, we’ve perfected this process, and today, we’re sharing how we scaled a niche personal care brand from just 50 orders a month to over 1,000 orders monthly – all while maintaining an impressive average order value (AOV) of ₹1,000+.
Let’s dive into the behind-the-scenes strategies and campaigns that made this transformation possible.
Ready to scale your brand like we did for this personal care business? 🚀 Whether you're looking to grow your orders, optimize your ad campaigns, or improve your AOV, we're here to help.
The Challenges of Scaling a Niche Personal Care Brand
Scaling a niche personal care brand presents unique challenges. High CPCs (Cost Per Click) and CPMs (Cost Per Mille) are common in such categories, making ad spends more expensive. Additionally, with an AOV exceeding ₹1,000, converting customers requires an efficient funnel and targeted campaigns.
1. The Meta Ads Strategy
Our success began with a well-structured Meta Ads approach. Here’s how we did it:
a. Funnel Optimization
We segmented the funnel into three distinct layers:
Top of Funnel (TOF):Â 70-80% of the budget was allocated here to attract new audiences.
Middle of Funnel (MOF): Retargeted users who had shown interest but hadn’t yet converted.
Bottom of Funnel (BOF):Â A curated strategy focused on high-intent audiences (e.g., users who added products to their cart or initiated checkouts).
b. Audience Targeting
While broad targeting often works for general categories, we narrowed it down to city- and age-specific audiences due to the niche nature of the brand. This precision helped keep costs under control.
c. Creative Testing
Creativity was key to reducing CPC and CPM. Our team tested multiple ad creatives, including influencer videos, product demonstrations, and testimonials, to determine what resonated best with the audience.
Result: From just 51 orders in August 2023, we scaled to over 1,400 monthly orders by the end of 2024.
2. The Google Ads Strategy
Google Ads was another pillar of success, contributing significantly to the brand’s growth.
a. Dynamic Search Ads
For a niche brand, Dynamic Search Ads (DSAs) proved valuable in attracting high-intent users. Although they didn’t directly convert many sales, DSAs drove quality traffic to the website.
b. Performance Max Campaigns
We extensively experimented with Performance Max campaigns, creating category-specific asset groups. Feed and non-feed-based asset group were used to test what performed best.
c. Feed Optimization
Optimizing the product feed played a critical role. Regular updates to titles, descriptions, and images improved CTR (Click-Through Rate) and overall visibility.
Result: In Q3 2023, Google Ads contributed just 35 orders. By Q4 2024, this number skyrocketed to 1,143 orders, reflecting the impact of our strategies.
3. Consistency and Data-Driven Decisions
Scaling isn’t about one big campaign or hack – it’s about consistency. We analyzed data from Shopify, Meta, and Google dashboards daily to identify opportunities for improvement.
From August 2023 to December 2024, the brand achieved a total of 12,148 orders, with sales crossing ₹1.5 crore.
Key Takeaways for Scaling a Brand
Invest in TOF:Â Consistently bring new audiences into your funnel.
Optimize Creatives:Â Test and iterate ad creatives to keep costs low.
Leverage Google Ads:Â Combine Performance Max campaigns, DSAs, and feed optimization for sustained growth.
Stay Data-Driven:Â Use analytics to guide decisions and adjust strategies in real-time.
Let’s Scale Your Brand
Scaling a brand isn’t easy, but with the right strategies, it’s possible to achieve exponential growth. If you’re a brand owner looking to replicate this success, let’s talk. At ROI Magnet, we specialize in helping brands grow through tailored, data-driven performance marketing.
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