How a Full-Funnel PMax Strategy Grew Impressions 103% and Cut CPA 25% for a Health Tech Brand
Conquering the dueling objectives of raising awareness and driving sales.
THE CLIENT – truvaga
Truvaga is a wellness technology company specializing in handheld vagus nerve stimulation devices designed to reduce stress, improve sleep, and promote overall relaxation.
Our Results
103%
Increase in impressions after 60 days
33%
Increase in ROAS in just 60 days
25%
Reduction in CPA after 60 days
Challenge
Efficiently scaling paid media efforts with conversion-driving tactics for a product with lower consumer awareness.
In the highly competitive health tech market, Truvaga aimed to establish a strong presence despite limited initial marketing support. They engaged Wheelhouse DMG® for their expertise in search engine marketing, seeking to boost product awareness and highlight the advantages of Vagus nerve stimulation.
The dual objective was to not only raise awareness but also to drive sales efficiently, ensuring the allocation of future marketing funds. Faced with the challenge of leveraging a traditionally lower-funnel platform without initial broad marketing support, Wheelhouse embraced the task, recognizing the need to fully utilize PMAX’s capabilities for success.
Approach
Support strategic changes with detailed analysis and creative asset optimization.
We tested PMAX in April of 2023 with limited assets available (shopping only), and it did not perform to the clients ROAS needs, showing modest improvements. However, we were confident with additional inputs that we could make PMAX a success for Truvaga.
In late 2023, with the support of the client, we decided to retest PMAX, but this time expanding into other capabilities (Search, Shopping, Display, Video). This strategic pivot was supported by unifying data in Compass, enabling detailed analysis, creative asset optimization, and real-time adjustments to capture the audience’s attention effectively. The additional assets allowed us to reach consumers outside of the standard search landscape and drive consumer awareness of Truvaga and the benefits of the product.
Outcomes
Innovative approaches and persistence fueled Truvaga’s paid media triumphs.
The results were a staggering +103% increase in impressions, +33% more efficient Return On Ad Spend (ROAS), and a 25% reduction in Cost Per Acquisition (CPA). These figures not only represent numerical success but also a significant leap in Truvaga’s market penetration and brand awareness.
Beyond the impressive metrics, this project significantly impacted Truvaga’s strategic direction and market perception. It demonstrated the power of resilience, innovation, and strategic reevaluation in overcoming digital marketing challenges.
With this new, incredible learning we were able to shift the budget from other lower performance campaigns and continue to build on that success. This also prompted the client to move from a fixed budget to a performance-based budgeting model with confidence in Wheelhouse’s PMAX expertise and mastery of the awareness-based framework model for customer segmentation.
next steps
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“We highly recommend Wheelhouse! Their expertise in managing our digital advertising has been exceptional. They are both responsive and proactive. Not only do they consistently deliver great ideas and results, but they also go above and beyond to ensure our success.”
– Danielle Jones, Truvaga
