Scaling Hyper-Local Customer Acquisition for Dragonfly Wellness via Advanced Programmatic Precision
Result:
Increase in Return on Ad Spend (ROAS)
0
%
Reduction in Blended CAC (Customer Acquisition Cost)
0
%
Surge in High-Intent Site Traffic
0
%
Growth in ATV (Average Ticket Value)
0
%
Problem Statement
The botanical supplement industry (specifically Kratom) faces a “triple threat” on Google Ads:
Platform Suppression
Mainstream channels (Google/Meta) frequently flag or shadow-ban cannabis-related content, leading to inconsistent reach and high account risk.
Attribution Gaps
Difficulty in bridging the gap between digital ad impressions and physical dispensary foot traffic.
Audience Fragmentation
A lack of granular targeting meant ad spend was being "sprayed and prayed" across broad demographics rather than focused on qualified, local cannabis consumers.
Compliance Friction
The need to navigate Utah’s specific medical cannabis regulations while maintaining a compelling brand voice.
Spokes Solutions
To dismantle these barriers, We deployed a sophisticated, multi-layered programmatic strategy designed for the unique rigors of the cannabis industry:
We utilized specialized Demand-Side Platforms (DSPs) that allow for legal, brand-safe cannabis placements across thousands of premium mainstream publishers, bypassing Google/Facebook restrictions.
We engineered "Geofence" perimeters around competitor dispensaries and high-traffic medical hubs. This allowed us to serve ads to qualified prospects within a 5-mile radius of Dragonfly locations, driving immediate foot-traffic.
Utilizing AI-driven insights, we identified "lookalike" audiences based on Dragonfly’s existing high-value patient data, ensuring our programmatic bids were placed only where the probability of conversion was highest.
Instead of static banners, we deployed automated creative variations that adjusted in real-time based on the user’s location, time of day, and browsing behavior, significantly lowering CPC while increasing engagement.
We implemented "Conversion Lift" metrics to track users from the initial ad exposure to the final point of sale, providing the client with a transparent view of their digital-to-physical ROI.
