30% Increase In New Customers within the NCAC target - DR.VEGAN

The Client - DR.VEGAN

DR.VEGAN specialises in vegan supplements designed to address specific health concerns, such as menopause, hair thinning, and other targeted wellness needs. While they had achieved strong results through Facebook ads and SEO, their Google Ads campaigns were falling short. This underperformance was driving up their blended new customer acquisition cost (NCAC), making it difficult to maintain profitability and scale effectively.

The brand recognised the need to optimise their Google Ads strategy in order to reduce acquisition costs and improve overall campaign performance. This is where Growf stepped in, bringing a data-driven approach and expertise in paid search to help turn around DR.VEGAN's Google Ads performance and boost profitability.

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The Goal - Increase New Customers

The goals for DR.VEGAN's Google Ads campaign were clear and focused:

• Maximise New Customers: Increase the number of new customers acquired through Google.
• Maintain Cost Efficiency: Remain under their blended New Customer Acquisition Cost (NCAC) target.
• Achieve Growth: Attain a 15% year-on-year increase in new customers sourced from Google.

These objectives were crucial for ensuring the brand could achieve sustainable growth and improve overall profitability in a competitive market.

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The Results - 30% Increase

We certainly delivered on our promise! Our strategy centred on top-of-funnel awareness campaigns tailored to the initial three stages of the customer decision-making process: problem recognition, information search, and evaluation of alternatives.

Focusing on these stages is crucial for new customer acquisition because it helps potential customers identify their needs, understand available solutions, and compare options. By effectively engaging them during these formative moments, we positioned DR.VEGAN as a trusted choice in a competitive market, ultimately driving higher conversion rates and fostering long-term relationships.

This resulted in:

• 30% increase in total new customers since we started
• Exceeded their 15% New Customer target year-on-year
• Created (then broke) 5 record days for new customers since we started!
• Generated their record week, month and day of New Customers

How We Achieved The Results

To achieve this, we needed to delve deep into the subconscious mind of DR.VEGAN's customers to uncover what truly matters to them when selecting their products over competitors. This understanding allowed us to craft targeted campaigns for each stage of the decision-making process, ensuring we engaged prospects from their very first interaction with the brand all the way to becoming loyal customers and enthusiastic advocates for DR.VEGAN.

Some hot takes were:

Segmenting campaigns into Higher and Lower Demand products to control spend and make sure that winning product types don't suck up all of the spend for themselves.

We ran a Feed Only campaign which pushed the products to more to Google Shopping. By injecting a pmax script into the account, we identified that Google Shopping returned the best ROI and new customers, so we wanted to encourage Pmax to push as much spend to that platform as possible.

Created Discovery Words campaigns based around top of funnel keywords for each product - this was people in the information gathering stage of the decision making process - so adding the knowledge and expertise to answer the questions they are searching for automatically positions your brand as the point of authority. This goes a long way in influencing their purchase decision further down in the funnel.

Exported Shopify & Google data into a spreadsheet to match each campaign’s impact on New Customers. This relied on UTM tagging for each campaign (very old school!)

We also provided them a UGC Meta Advert from our time at Glastonbury which brought in 45 sales due to its native UGC feel which you can watch below!

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Watch the full case study video on Josh's YouTube channel: