How We Increased SwiftPoint's Ad Spend by 326%
How We Increased SwiftPoint's Ad Spend by 326%
While Decreasing CAC by 33% in Just 4 Months
While Decreasing CAC by 33% in Just 4 Months
The Challenge:
SwiftPoint, an ergonomic mouse D2C brand, came to us with a common problem—scaling growth without pushing up customer acquisition costs.
For a brand with a long product lifespan, lifetime value (LTV) was equivalent to the product price, and upsells or cross-sells weren’t strong.
This made it tricky to grow profitably without driving CAC too high. Could we scale their business while maintaining profitability?
Background
SwiftPoint’s flagship product, the ProPoint ergonomic mouse, had a higher average order value (AOV) than most, but repeat customer value was negligible due to the product’s longevity.
Our task was to tailor a growth strategy that factored in these unique challenges while focusing on sustainable scaling.
Step - 01
Tailoring the Approach for Niche Products with a High AOV
SwiftPoint’s niche product required a precise understanding of customer acquisition costs (CAC) and how to balance that with growth objectives. We needed to ensure that as the business scaled, operating expenses (OPEX) were covered and contribution margins improved. Monitoring intentional CAC increases became critical to managing this process.
Step - 02
Building the Creative Strategy as the Bedrock of Our Meta Campaigns
We knew that creative strategy would be the core driver of success, so we avoided a “spray and pray” approach. Instead, we carefully tested 10 creative concepts to find the winning messages and angles:
- Founders ad
- Listicle ad
- Feature/Benefit ad
- Us vs Them ad
- Review ad
- Press Feature ad
- Before & After ad
- UGC-style ads focused on customer pain points
These creative formats allowed us to identify which narratives resonated best with SwiftPoint’s audience. We structured the campaigns using Advantage+ Shopping Campaigns (ASC) with cost controls for each SKU, scaling spend based on our forecasts and unit economics.
Step - 03
Scaling the Ad Account
With our optimized creative in place, we pushed SwiftPoint’s ad spend aggressively, while keeping a close eye on CAC and profitability.
Key Takeaways
- Tailoring the strategy for niche products with high AOV is critical for profitability.
- A structured creative strategy beats random testing every time.
- Monitoring CAC and scaling carefully allows you to grow without sacrificing margins.
- Sustainable scaling is possible with a balance of data-driven decisions and creative excellence.
Next Steps
Our next focus is expanding SwiftPoint’s presence in international markets while continuing to optimize Meta ads for even greater profitability.
