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Background
Adam, founder of Pranks Anonymous, collaborated with multiple agencies over the years, exploring various models such as high retainers and revenue-sharing agreements. Despite these efforts, he struggled to find a partner who could provide the predictability and trust essential for scaling his business. The previous agency managed inefficient ad spend for over two and a half years, hindering data-driven marketing decisions. The absence of structured testing and performance tracking led to reactive strategies, limiting the brand's potential for efficient growth.
Brief
- Establish a scalable marketing framework centered on the Marketing Efficiency Ratio (MER) to ensure profitability at all levels.
- Develop a systematic creative testing process to drive continuous improvements across Meta and Google platforms.
- Implement a balanced growth strategy by leveraging Meta for demand generation and Google for demand capture, maintaining profitability.
- Enhance efficiency across Pay-Per-Click (PPC) and Meta campaigns to maximize revenue per dollar spent.
- Provide clear and actionable reporting, enabling Adam to make swift, confident decisions without navigating complex analytics.
Approach
Performance-Based MER Optimization
- Prioritized the Marketing Efficiency Ratio (MER) over Return on Ad Spend (ROAS) to focus on overall profitability rather than isolated channel performance.
- Dynamically adjusted budget allocations between Meta and Google based on real-time MER insights, moving beyond platform-specific Cost Per Acquisition (CPA) targets.
Systematic Creative Testing and Iteration
- Established a repeatable framework for testing creatives on both Meta and Google, ensuring each advertisement served as a valuable asset or learning experience.
- Implemented structured ad rotations, rapidly scaling high-performing creatives while swiftly discontinuing underperformers.
Predictable Growth Through Data Transparency
- Provided Adam with clear, real-time reporting tools to monitor MER and CAC efficiency, eliminating uncertainties surrounding ad performance.
- Shifted focus from short-term ROAS metrics to sustainable, long-term business growth strategies.
The Results
- Achieved a 24% reduction in Customer Acquisition Cost (CAC), enhancing profitability and enabling more aggressive scaling efforts.
- Increased MER by 29%, reflecting improved efficiency in ad spend and higher returns.
- Established a robust, data-driven marketing framework, providing Adam with the confidence and clarity needed for strategic decision-making.
CAC Reduction
24%
Increased MER
29%
Future Plans
Recognizing the success of this collaboration, Adam, a serial entrepreneur, has initiated new projects with our team. We are excited to continue supporting his ventures, applying the proven strategies and insights gained from our partnership with Pranks Anonymous to drive further success.
What Pranks Anonymous Had To Say About Working With Vulcan
"I look at you guys as partners to my business, and pretty vital to my business."
Adam Hascall
Founder, Pranks Anonymous
