Engineering Scalable Growth in a Regulated Vertical
Result:
Increase in ROAS
0
%
Reduction in New Customer CAC
0
%
Surge in Top-of-Funnel Traffic
0
%
Growth in Average Transaction Value (ATV)
0
%
Problem Statement
Before Spokes Digital took the helm, Earthly Body faced the classic “Scaling Ceiling” common in the personal care industry:
Platform Fragility
Navigating the stringent and often opaque Google Ads policies regarding hemp-derived products led to frequent ad disapprovals and account volatility.
High Acquisition Costs
A "spray and pray" approach to bidding meant the brand was overpaying for generic traffic that didn't convert, leading to a bloated CAC.
Attribution Gaps
Inability to accurately track the journey from "awareness" to "purchase" across multiple product lines (CBD Daily vs. MKS eco vs. Hemp Seed), resulting in inefficient budget allocation.
Keyword Cannibalization
Internal competition between various product sub-brands was driving up their own CPCs and diluting the overall ROAS.
Spokes Solutions
We replaced guesswork with a data-driven, surgical approach to performance marketing.
We engineered a "Safe-to-Scale" ad copy framework that satisfied Google’s compliance algorithms while maintaining high-impact, persuasive messaging for the end-consumer.
We isolated high-performing "Alpha" keywords into dedicated exact-match campaigns for maximum control, while utilizing "Beta" broad-match sets to discover new, low-competition search trends.
Instead of letting Google’s AI run blind, we fed the Performance Max campaigns first-party data (customer lists and high-LTV segments) to "train" the algorithm to find users mirroring Earthly Body’s best customers.
We overhauled the Google Merchant Center feed, optimizing titles and metadata to ensure products appeared for high-intent queries like "best vegan muscle relief" and "sulfate-free hemp hair care," rather than just brand terms.
Implemented custom scripts that automatically adjusted bids in real-time based on hourly performance data, ensuring we aggressively captured peak evening shopping windows while pulling back during low-conversion hours.
