Boosting Online Sales Through Performance Marketing

Challenge

Despite consistent sales, Lens4us sought to increase revenue while maintaining efficiency in their paid media activities. Their key challenges included scaling digital ads performance while keeping acquisition costs low as well as expanding customer reach without overspending on existing customers.

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Solution

We implemented a multi-channel performance marketing strategy that focused on efficiency

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1. Google Ads optimisations: We restructured existing search campaigns by refining keyword targeting and improving ad copy. Furthermore, we utilised Performance Max Campaigns for acquiring new customers by setting a higher bid for new customers than for existing ones. This allowed us to ensure that our budget was being used to generate new customers rather than retargeting existing ones.

2. Retargeting Meta Ads: Meta ads were retargeting users who had engaged with the website and Lookalikes, while at the same time excluding the clients customer list to prioritise new customer acquisition. 
3. ‍Email Marketing for retention: Since we excluded the targeting of existing customers from our paid activities, we ensured that they were nurtured through our frequent email marketing campaigns.

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Key Results

Our strategic optimisations delivered substantial revenue growth YoY:

• Annual Revenue Growth: +12%
• Significant growth across all months, peaking at +17%.
• Google Ads ROAS 25:1
• Strong sales performance throughout Q4, indicating successful end-of-year campaigns.

Through a combination of refined Google Ads, strategic Meta retargeting, and a focused email marketing strategy, Lens4us achieved a 12% increase in revenue YoY. By excluding existing customers from paid campaigns and leveraging organic channels for retention, we ensured a cost-effective and high-ROI strategy.

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