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Background
When MobileMustHave, a leader in RV internet solutions and connectivity gear, partnered with Vulcan Digital in February 2024, they sought a more disciplined approach to media buying that would drive profitable customer acquisition while maximizing lifetime value (LTV).
Their existing strategy lacked financial discipline, leading to inefficient ad spend and unpredictable returns. To scale profitably, they needed a structured, investment-driven approach that balanced first-order profitability with long-term growth.
The Challenge
- Acquire new customers profitably while improving LTV predictability.
- Maintain CAC stability while optimizing volume and efficiency.
- Ensure ad dollars function as strategic investments, not just expenses.
- Build a forecasting model to align spend with long-term returns.
The Solution
- Coordinated brand-building efforts with the founder and team, launching video awareness and engagement campaigns to educate problem-aware audiences.
- Segmented Performance Max campaigns by product margin buckets, allowing for strategic bid adjustments based on profitability.
- Implemented high-volume static creative testing on engaged audiences, optimizing for higher conversion rates (CVR) and increased AOV among warm prospects.
- Introduced bundling strategies to drive higher AOV while maintaining CAC efficiency.
- Adopted a financially disciplined media buying approach, treating ad spend as a capital investment rather than an expense.
- Utilized forecast modeling to scale profitably, aligning spend with LTV projections and long-term returns.
- Tracked revenue over a 12-month horizon, refining budget allocation and bid strategies for sustainable growth.
The Results
From March 1st to August 31st 2024 (high-season), these optimizations led to:
- 84% increase in new customer orders, driving scalable growth.
- 46% revenue growth from new customers,
New Customer Orders
+84%
New Customer Revenue
+46%
The Future
With an extensive product range, multiple subscription models, and strong LTV, improvements in new customer acquisition are set to drive both immediate gains and long-term profitability.
Looking ahead, our strategy will focus on store-wide finance and profitability analysis, enabling an even more aggressive approach to customer acquisition during the high season of 2025—ensuring sustained growth and maximum efficiency at scale.
