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Background
Urb Apothecary, a handcrafted skincare brand, had been growing steadily but faced a major bottleneck—the founder was managing everything alone. From sourcing materials to retail operations and marketing, there was little time or bandwidth to scale paid advertising effectively.
Meta Ads had been a particular challenge. Despite attempts to grow the channel, ad spend resulted in losses, and the brand had never achieved a profitable ROAS. To scale effectively, Urb Apothecary needed a sustainable paid media strategy that would drive growth without straining resources.
The Challenge
- Turn Meta Ads into a profitable acquisition channel
- Reduce customer acquisition costs (CAC) by at least 25%
- Develop a sustainable, full-funnel paid media strategy
- Free up time by outsourcing paid media management
The Solution
Integrated Demand Creation & Capture Strategy
Rather than treating Meta and Google Ads as separate channels, we built an integrated strategy where each platform played a distinct role:
Meta Ads for Discovery & Engagement
- Shifted focus from direct conversions to a full-funnel approach—warming up audiences before asking for a sale.
- Used top-of-funnel campaigns to introduce Urb Apothecary to a wider audience aligned with their ideal customer profile (ICP).
Google Ads for High-Intent Conversions
- Built branded and non-branded search campaigns to convert customers actively searching for skincare solutions.
- Ensured Urb Apothecary was positioned to capture and close demand generated from Meta.
Creative Iteration & Cross-Platform Synergy
- Tested high-performing creatives across Meta & Google to reinforce messaging and increase efficiency.
- Maintained a consistent brand presence to improve trust and conversion rates across multiple touchpoints.
Performance-Based Scaling
- Aggressively scaled high-performing campaigns while quickly phasing out underperformers.
- Dynamically shifted budgets between Meta for awareness and Google for conversions, maximizing efficiency.
The Results
Within the first year, Urb Apothecary saw transformative growth:
- CAC reduced by 51%, far exceeding the 25% goal.
- Meta Ads scaled profitably, with ad spend increasing 328%, while CPA dropped by 50%.
- Google Ads complemented Meta, capturing high-intent traffic and improving overall conversion rates.
- Stronger brand exposure & customer retention through multi-platform marketing.
- Freed up the founder’s time to focus on product development and operations.
CAC Reduced
51%
Ad Spend Increase
328%
The Future
With a profitable acquisition system in place, Urb Apothecary is now positioned to scale ad spend strategically while maintaining efficiency. By continuing to refine creative testing and optimize campaign structures, the brand is set up for long-term, sustainable growth through paid media.
What Urb Apothecary Had To Say About Working With Vulcan
“I want to work with you guys for as long as you want to work with me!”
Leyna Allred
Founder of Urb Apothecary
