How We Took Spirilet From $0 To $80k/m
Sep 21, 2024
Context
Today, I'm breaking down one of my favourite case studies - a jewellery brand that we've been working with for over a year. This case study demonstrates how we leveraged YouTube Demand Gen to create a significant new revenue stream, showing that sometimes the best opportunities lie outside conventional strategies.
Results At a Glance
When this brand first came to us in August, they were spending $5,000 per month on Google Ads, generating around $20,000 in revenue. While achieving a 4x ROAS isn't bad, we saw massive potential for scaling. Fast forward to September 2024, and the numbers tell a compelling story:
Monthly ad spend: $40,000
Monthly revenue: $80,000
ROAS: 200% (verified through Triple Whale attribution)
Net revenue increase: $60,000 per month
What's particularly interesting is that we built this growth primarily through YouTube ads - a channel many e-commerce brands overlook or underutilize.
Strategy Deep Dive
Our approach centered on leveraging YouTube Demand Gen as our primary traffic source, which proved to be a game-changer for several reasons.
We structured our campaigns around sending traffic to both the homepage and specific funnels (welcome, quiz, and VSL), organizing ad sets by creative theme and UGC creator to maintain high ad relevance.
This focus on YouTube through Demand Gen, rather than traditional campaigns, gave us access to better targeting capabilities and value-based bidding options. We complemented this with a simplified Performance Max campaign running in the background - just one asset group, all products feed, and broad targeting.
To protect the brand, we implemented separate branded shopping campaigns (with brand terms excluded from PMax) and location-specific branded search campaigns using target impression share bidding.
This comprehensive yet streamlined approach allowed us to scale effectively while maintaining strong ROAS.
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Conclusion
This case study demonstrates that scaling e-commerce brands doesn't always mean following the conventional playbook. By focusing on YouTube Demand Gen while maintaining a solid foundation of PMax and brand campaigns, we were able to add an entirely new $80K/month revenue stream to this business.
Want to learn how this strategy could work for your brand? Book a free strategy session where we'll create a custom implementation plan for your business.
