Scaling Direct-to-Consumer Growth in a Restricted Vertical
Result:
ROAS (Return on Ad Spend)
0
x
Reduction in CAC
0
%
Surge in Delivery Clicks
0
%
Increase in ATV
0
%
Problem Statement
Prior to Spokes Digital’s intervention, Caliva’s digital growth was stifled by 4 core systemic issues:
Platform Compliance Friction
Frequent ad disapprovals and account "shadow-banning" on Google due to the sensitive nature of cannabis keywords.
High Customer Acquisition Costs
Reliance on broad, non-specific traffic sources led to high bounce rates and inefficient spend.
Attribution Blind Spots
Difficulty in accurately tracking the journey from a Google search to a completed checkout on the third-party menu (I-Frame) system.
Local Market Saturation
Intense competition in the San Jose and broader California markets, making organic visibility alone insufficient for scale.
Spokes Solutions
Our approach was rooted in a “Compliance-First, Performance-Always” philosophy. We deployed a multi-layered strategy to unlock Google Ads for Caliva:
We utilized Spokes’ proprietary "Clean-Link" methodology, ensuring all ad copy and landing pages adhered to Google’s stringent policies while maintaining a clear value proposition for the consumer.
Instead of broad-match keywords, we built a fortress of "Near-Me" and "Delivery" specific campaigns targeting high-intent zip codes within Caliva’s primary delivery zones.
We deployed machine learning algorithms to adjust bids in real-time based on peak ordering hours (e.g., Friday evenings and weekends), maximizing budget efficiency when conversion probability was highest.
We integrated advanced tracking scripts to bridge the gap between Google Ads and the I-Frame menu system, allowing for 1-to-1 conversion tracking and better ROI modeling.
Revamped the visual and textual hooks of the ads to focus on "convenience" and "quality," aligning with Caliva’s premium brand positioning and driving higher Click-Through Rates (CTR).
