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Background
Acid Queen Jewelry (AQJ) is a handcrafted jewelry brand known for its bold, one-of-a-kind (OOAK) designs, blending ancient symbolism with modern craftsmanship. Each piece is individually made, attracting a loyal following of collectors who appreciate its unique artistry.
Despite a strong brand identity and devoted customer base, AQJ faced growth challenges with paid media. Their previous agency ran stagnant campaigns with little strategic evolution, and advertising performance plateaued. The biggest hurdle? Scaling a business built on OOAK inventory, where traditional volume-driven ad strategies weren’t viable.
To drive sustainable growth, the approach needed to shift focus from OOAK to Made-to-Order (MTO) sales, ensuring that paid media efforts could scale without the limitations of single-piece inventory. AQJ needed a fresh strategy—one that aligned advertising, creative, and audience targeting with their unique production model.
The Challenge
- Shift ad strategy toward scalable made-to-order (MTO) collections that could support growth.
- Develop a multi-channel advertising approach that efficiently captured and created demand.
- Improve attribution and tracking to measure paid media’s true impact.
- Refine creative strategy to make ad spend more effective.
The Strategy
We restructured AQJ’s paid media strategy, ensuring the brand could scale profitably by focusing on repeatable, high-margin MTO products instead of one-of-a-kind pieces.
Holistic Scaling Strategy
We implemented a multi-channel growth approach, using Google Ads for high-intent conversions and Meta Ads for discovery-driven growth. This ensured AQJ could both capture demand efficiently and generate new interest from audiences who aligned with the brand’s aesthetic.
Creative Strategy for Scalability
We shifted the focus away from OOAK pieces, which were difficult to scale, and instead prioritized MTO collections—products that could be sold repeatedly without production bottlenecks. Ad creatives were built around these collections to highlight their craftsmanship while ensuring scalability.
Attribution & Tracking Adjustments
Misalignment between Klaviyo-reported revenue and Meta attribution led to over-reported email performance and under-reported ad contribution. We implemented incrementality testing to measure Meta’s true impact, ensuring we optimized ad spend based on actual performance rather than misleading ROAS figures.
Creative Testing & Iteration
We ran structured A/B tests on Meta Ads, identifying the best-performing visuals, messaging, and ad formats. High-performing creatives were scaled rapidly, while underperforming assets were quickly eliminated, improving overall ad efficiency.
The Results
From June 28, 2023, to December 31, 2024, we delivered significant improvements:
- Made-to-order sales increased by 53%, shifting the business toward a scalable revenue model.
- Refined ad strategy reduced reliance on OOAK pieces, improving efficiency and profitability.
- More accurate attribution insights allowed for better budget allocation and long-term decision-making.
- Creative testing improved ad engagement, increasing conversion rates across platforms.
Made-to-Order Sales
+53%
Timeframe
4 Months
What's Next?
With a strong foundation in place, AQJ is now focused on continuing to scale made-to-order campaigns with a goal of 200% revenue growth in this segment. Paid media remains the primary driver of expansion, with ongoing creative testing and strategic scaling leading the way.
What Acid Queen Jewelry Had To Say About Working With Vulcan
“I’ve been loving working with you guys and I’m excited for the future”
Alex Camacho
Founder, Acid Queen Jewelry
