Scaling Monthly Revenue by 408% in Just 8 Months
408% Increase in sales after 8 month
£578k Total sales generated
5.70 Blended ROAS
£8.50 New customer acquisition cost
.jpg)
The Results:
408%
Increase in sales after 8 months
£578k
Total sales generated
5.70
Blended ROAS
£8.50
New customer acquisition cost
The Goal
Hair Made Easi is an online e-commerce store that creates and sells state-of-the-art hairdressing tools. Their products help hairdressers to save time and increase revenue for their salons.
​
When we first spoke with Hair Made Easi, they were a new brand with little over a year in sales behind them. They had no exposure to Google Ads or Google Shopping and their Facebook campaigns were struggling to take off. As of January 2021, monthly sales were £9,875.
​
When we took full control over their paid advertising, we were faced with the following tasks:
​​
-
Achieve profitable growth and increase sales
-
Set up, manage & scale new Google Ads campaigns
-
Introduce multi-channel retargeting
-
Manage & scale Facebook Ads campaigns
Goal Alignment and Research
To align myself with the goals of the founder, we sat down and discussed important financial metrics such as contribution margin, gross profit and break-even ROAS. This gave both me and the founder the correct insight into when and where we can scale our campaigns to improve sales.
​
We also decided that our number one goal was to acquire new customers, rather than spend most of our budget on repeat purchases.
​
To get into the mind of Hair Made Easi's ideal customer, I pushed the brand through my honed & refined ‘CCB’ research framework to determine our strategy and identify unique value propositions to leverage in our ads:
​
Competitor Research:
​
-
Review top 3 nearest competitors (Additional Lengths, Beauty Works and Viola)
-
Investigate USPs, pricing, product benefits, positioning and more
-
Review competitor ads on Spyfu
-
Identify opportunity gaps and quicks win
​
Customer Research:
​
-
Build an Ideal Customer Persona (ICP)
-
Leverage AI to scour Reddit, Quora and other forums for questions on hair extensions
-
List key topics, buzzwords and pain points to inform ad copy
-
Analyse Hair Made Easi's reviews and create a tally chart of what customers value most
-
Review social media for behaviour signals and customer language
​
Brand Research:
​
-
Identify brand USPs
-
Feature vs Benefit analysis
-
Customer profiling exercise and unique value proposition crafting
The Approach
The next step was to begin building our brand new campaigns on Google and Facebook.
Google Search & Shopping
The goal for Google Ads was simple – to get our products & services showing at the top of Google for the highest priority keywords.
​
This came in the form of Google Search Ads & Google Shopping campaigns.
​
And, as you can see from the Search Example, we did a pretty good job. 3 placements on just one high priority keyword.
​
We continued to create highly relevant ads and directed them to landing pages that users wanted to see.
Facebook Ads
For Facebook Ads, we had plenty of conversion data to work with already. We used this data to test out new audiences, creatives and angles. Our goal was to find winning ad sets which we can scale over time to consistently drive new customers to our site.
​
From our tests, we soon identified a winning angle and audience set.
New creatives were introduced regularly, tackling our customers pain points with unique angles.
​
An excellent ROAS allowed us to scale our budget consistently and retargeting campaigns were set up to secure new customers and increase the number of repeat purchases.
"Cullen has helped to grow our online sales by 40% month on month over the last 6 months. He is always available to help with advice on developments on our website and brings new ideas to the table on a regular basis. He reports results at the end of every month and we have an easy-to-follow dashboard that we can view at any time to see how the ads are doing."
- Nicola Wood, Hair Made Easi