How Wheelhouse DMG® Turned a Single Product Brand Into a Multi-Platform Success Story, Achieving 165% Revenue Growth
Creative testing, automated campaigns, and full-funnel optimization unlocked profitable scale across five platforms in a highly regulated environment.
THE CLIENT
A medical technology company specializing in non-invasive devices for wellness and stress management.
Our Results
165%
year-over-year revenue growth
132%
increase in purchases
25%
reduction in overall CPMs
Challenge
Scaling digital campaigns with a single flagship product in an ambiguous regulatory environment.
Our MedTech client had proven product-market fit with their flagship device and successfully captured bottom-funnel demand through search campaigns. However, they faced a critical growth ceiling with limited expansion levers available.
With only one core product, traditional scaling strategies weren’t viable. The product’s quality and longevity meant repeat purchases were unlikely, requiring every awareness dollar to convert on a single transaction. Product line expansion, bundling, and price point testing, strategies most brands rely on for scale, simply weren’t options.
The regulatory landscape compounded these constraints. Platform policies varied: some classified the product as healthcare (restricting ad formats), while others didn’t. Traditional medical targeting wasn’t available for the conditions the product addressed, yet positioning outside healthcare frameworks wasn’t possible. Competitors with larger creative teams were producing 150+ ads monthly, while our client had significantly far fewer resources.
Leadership required proof that awareness channels could deliver profitably before committing significant investment. The fundamental question: could a single-product MedTech brand scale in digital without sacrificing unit economics?
Approach
Creative excellence, automated campaigns, and full-funnel optimization.
Our strategy centered on three interconnected approaches designed specifically for single-product constraints:
Creative Excellence Through Systematic Testing: With limited resources against competitors producing 150+ ads monthly, we tested a wide variety of creative concepts over the course of a year. This disciplined approach uncovered a breakthrough performer: women represented a significantly underserved segment with distinct pain points. Women-focused creative outperformed our hero assets across all platforms, proving that creative innovation could unlock growth when product diversification wasn’t an option.
Automated Campaigns with Broad Targeting: Rather than relying on restrictive affinity audiences, we leaned into emerging automated campaign types like Smart+ on TikTok and Advantage+ Shopping Campaigns (ASC) on Meta. Using first-party purchaser lookalikes as initial targeting guidance, we let our creative lead the way to success. These automated campaigns repeatedly outperformed traditional affinity audiences and other targeting methodologies, enabling us to scale five platforms simultaneously (Google, Meta, Microsoft, TikTok, Reddit) while maintaining efficiency targets.
Full-Funnel Capture Mechanism: Success at the top of the funnel required building a sustainable capture mechanism throughout the rest of the funnel. We restructured the entire search, shopping, Performance Max, and demand generation stack to efficiently capture the new prospects and awareness driven by top-of-funnel channels, working them down the funnel and through to conversion as efficiently as possible. Combined with extensive revenue forecasting and analysis, this enabled us to confidently move up the funnel and fully capitalize on the engagement and awareness we were investing in. This sustainable growth engine continues to scale effectively.
Outcomes
Our multi-platform creative strategy grew revenue 165% year-over-year.
Increased investment helped grow revenue 165% year-over-year, with purchases increasing 132%, all while maintaining profitability targets. This proved that single-product brands could scale awareness channels profitably.
Platform expansion delivered exceptional results, scaling from 2 to 5 platforms while growing impressions by 277.8% and simultaneously reducing overall CPMs by 24.5%. That combination tells the real story: reach was earned through creative efficiency and not by simply outspending the competition. Reddit achieved profitability in its first month, a remarkable result for a new awareness channel. The women-focused creative breakthrough unlocked entirely new growth vectors, with targeted messaging outperforming the brand’s established assets across all platforms.
The business impact extended beyond revenue metrics. What began as a skeptical pilot transformed into a three-to-five-year strategic priority. The client hired an entire team dedicated to digital growth and committed to a complete website overhaul. Our projection modeling became integral to board-level financial planning and investment decisions.
This case demonstrates that limited product catalogs aren’t growth constraints when paired with sophisticated audience strategy and measurement innovation. Single-SKU brands can scale to eight figures profitably, but success requires precision, technical capability, and the discipline to prove every assumption before scaling.
