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Background
Hiding Hilda, a brand specializing in concealed carry handbags and purses for women, had been managing its own Meta and Google Ads before partnering with us. Despite taking courses and making efforts to optimize campaigns, results remained inconsistent, and ad strategy lacked cohesion.
With tight margins, the brand needed to grow without sacrificing first-order profitability. Scaling recklessly wasn’t an option—customer acquisition costs (CAC) had to remain sustainable, even as spend increased.
The Challenege
- Expand reach to cold audiences while keeping acquisition costs under control.
- Ensure new customer CAC (nCAC) remained efficient as ad spend scaled.
- Introduce structured ad testing to improve creative performance and conversion rates.
The Solution
Manual Sandbox Testing for Messaging & Audiences
- Built manual sandbox campaigns to test different messaging and targeting approaches before scaling.
- Used real-time feedback loops to quickly identify the best creatives for new customer acquisition.
Creative Velocity & Event-Based Targeting
- Increased creative volume and refreshed ads frequently to prevent fatigue.
- Aligned ads with seasonal sales and high-intent events, capitalizing on moments when conversion likelihood was highest.
Smart Scaling Without Margin Erosion
- Maintained first-order profitability by closely monitoring nCAC as spend increased.
- Adjusted budgets dynamically, ensuring scaling efforts didn’t dilute returns.
The Results
Within just three months (Sept 1st, 2023 - Dec 31st, 2023), we delivered:
- Ad spend increased by 429%, expanding audience reach significantly.
- Overall CAC dropped by 32%, improving acquisition efficiency.
- New customer CAC (nCAC) reduced by 41%, allowing for sustainable scaling.
- Revenue doubled, achieving 2x growth while maintaining strong profitability.
CAC Decrease
32%
Ad Spend Increase
429%
The Future
With a proven acquisition model in place, Hiding Hilda is now looking to expand into new markets within the niche. Paid media remains the brand’s primary growth driver, with ongoing testing and creative innovation paving the way for continued success.
What Hiding Hilda Had To Say About Working With Vulcan
“Our revenue has probably doubled and it’s only going to grow from here!”
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Dawn Hillyer
Founder, Hiding Hilda
