Scaling High-Intent Acquisition for a Lifestyle Leader
Result:
ROAS (Return on Ad Spend)
0
%
Surge in Non-Branded Traffic.
0
%
Reduction in New Customer CAC
0
%
Increase in ATV (Average Transaction Value)
0
%
Problem Statement
Despite a massive social following and strong brand equity, Blazy Susan faced three critical bottlenecks:
The Compliance Ceiling
Constant risk of ad account suspension due to the proximity of the products to the cannabis industry, leading to "stop-start" momentum.
High Dependency on Organic/Social
A lack of predictable, paid acquisition channels left the brand vulnerable to algorithm shifts on Instagram and TikTok.
Attribution Blindness
Difficulty in distinguishing between users who would have bought anyway (Branded) and truly incremental new customers (Non-Branded).
Fragmented Funnel
Traffic was hitting the site but failing to convert at a high rate due to a lack of intent-based landing page experiences.
Spokes Solutions
We implemented a "Benefit-First" messaging hierarchy. Instead of focusing on the "what" (rolling accessories), we focused on the "how" (high-quality French-milled materials, slow-burn technology, and lifestyle organization). This allowed us to pass Google’s manual reviews while still resonating with the target demographic.
We moved away from broad targeting to a "Tiered Intent" model. We aggressively bid on high-intent long-tail keywords (e.g., "slow burning pink rolling papers") where competition was lower but conversion intent was maximum.
We deployed dedicated, high-speed landing pages specifically for Google traffic. These pages were stripped of distractions and optimized for "Quick-Add" bundles, directly addressing the ATV bottleneck.
By integrating Blazy Susan’s CRM data back into the Google Ads engine, we trained the algorithm to look for "High-Value Lookalikes", users whose behavior mirrored that of their top 10% most loyal customers.
We built a robust "Negative List" of thousands of terms to ensure the budget was never wasted on "junk" searches or high-risk terms that could trigger automated flags.
