PAID SOCIAL, PAID SEARCH
HEALTH & WELLNESS
8x
INCREASE IN REVENUE YEAR-OVER-YEAR
80%
OF TOTAL REVENUE CONTRIBUTED BY PAID MEDIA IN FINAL SIX MONTHS
“Giant Propeller’s breadth of expertise distinguishes them from other providers. They have a very broad offering, and they seem like they can do a lot of things very well.“
RICK MCMULLEN, CO-FOUNDER AND CEO
ALLEVIATE
Challenges.
At the heart of our collaboration was a bold mission – to not only improve Alleviate’s advertising RoAS but also to scale their revenue exponentially year-on-year. This objective was no small feat, given the niche nature of their product category and the stringent advertising regulations that are common with health and wellness advertisers.
01
Alleviate’s products, designed as effective alternatives to traditional physical therapy for plantar fasciitis, (arch massager, foot braces, and an app guide), fall into this tightly regulated market segment.
02
With limited targeting options and strict language constraints imposed by health-related advertising guidelines, the challenge was formidable.
Solutions.
We knew that conventional strategies would not suffice. Instead, we conducted an extensive audit that unveiled over ten pivotal areas for improvement. This became the foundation of our strategic overhaul of Alleviate’s Google Ads and Meta Ads accounts. Our goal was to turn around the negative RoAS trend and establish an efficient, effective, and scalable advertising strategy. The key to this approach was an entire restructure, including greater segmentation of campaigns and ad groups which granted us greater control in the form of precise budget and bid optimizations. This ensured that underperforming elements received less investment while top performers flourished.
Key Services and Strategies
Rigorous Testing and Learning: We implemented rigorous testing and learning across multiple campaign types, with a variety of spend levels and RoAS targets for auto-bidding. This approach allowed us to continuously optimize and refine our strategies.
Improved Segmentation: Our deep segmentation within campaigns and ad sets granted us the precision needed for budget and bid optimizations. This involved demographic targeting and device-level optimizations for further adjustments.
Creative Insights: We provided deep creative insights for more effective refreshes, ensuring that Alleviate’s ad content resonated with their audience and remained compelling.
Device-Level Optimizations: By implementing device-level optimizations and dayparting, we further refined our strategies to maximize results.
Results.
Giant Propeller helped Alleviate achieve an astounding 8x increase in revenue year-over-year. Over the final six months of our collaboration, paid media contributed to over 80% of their total revenue, demonstrating the effectiveness of our strategic overhaul. The most successful channels were Google Shopping and Meta conversion campaigns, solidifying our expertise in these areas.
8x
INCREASE IN REVENUE YEAR-OVER-YEAR
80%
OF TOTAL REVENUE CONTRIBUTED BY PAID MEDIA IN FINAL SIX MONTHS