Background

Wild Kitty Waxing (WKW) is a local beauty boutique in Colorado that specializes in waxing for all bodies. Established in 2016, WKW brings a safer, more luxurious waxing experience to the community. WKW’s original waxing technique and high quality products are backed by 20+ years of combined industry experience and deliver swift and effortless experiences to clients. There are two locations in Colorado - one in Denver and one in Greenwood Village.

Challenge

Stackmatix started working with WKW when they launched their second location in Greenwood and wanted to scale their business with paid advertising. WKW had little experience with advertising and needed Stackmatix’s expertise to spend their lean marketing budget effectively. WKW knew that once customers stepped into the door, they would come back. The key was to develop a consistent and reliable growth engine to drive top line growth year-over-year.

Solution

Stackmatix started by setting up the critical marketing infrastructure for WKW, such as tracking, tagging, analytics, attribution, reporting, and ad accounts. Once the infrastructure was successfully set up, we launched Google Search Ads exclusively for the first 2.5 months to make it consistently profitable before launching Facebook Ads.

With Google Search Ads, we consistently tested and improved our strategy after, which enabled us to sustainably grow WKW’s business over time and maintain consistent profitability. We initially tried targeting users who were searching for specific waxing services (e.g. “leg waxing”) and found that certain services didn't perform well, so we paused them out. Removing low performing services helped us reduce spend waste but prevented us from addressing the demands for those services. However, by using dynamic search ads, in which the Google algorithm identifies optimal ads and targeting for you based on your website, we were able to still show up for those searches while driving much better results.

Over the months, we continued to experiment with campaign structures, bid strategies, landing pages, and ad copies to improve performance. Furthermore, we constantly explored different opportunities to expand WKW’s business opportunities. For example, we experimented with targeting males, a historically unconventional but high-opportunity audience for waxing services, and saw much receptiveness to WKW's offer. Additionally, historical data showed that the last few months of the year are typically lower-demand, but we were able to find strong pockets of performance by experimenting with a variety of holiday themed ad copy and offers.

For Facebook Ads, we achieved and maintained success by proactively experimenting with ad formats, ad creatives, ad copies and audience targeting. Ultimately, we found that creatives that feature humans consistently outperformed creatives without one, and the value proposition mentioning that the services were friendly to sensitive skin was the strongest performer.

For audiences, we tested the audiences that would make sense for WKW’s business, general demographic targeting, and more. During the fall, we launched Remarketing as WKW shifted focus from gaining new customers to increasing repeat business, which enabled us to continue driving strong results for them during off-season.

Results

By establishing a strong foundation for our strategy, campaign structure, and reporting, we were able to test regularly and scale while maintaining profitability. As a result, we achieved a consistent non-branded ROAS across both Google Search Ads and Facebook Ads of 2x +.

For the 8 months that we have worked with WKW, we were able to help them achieve significant growth for their business. With our support, WKW was able to offset the impact of seasonality on their business, drive a 50% lift in revenue year-over-year, and more than double their revenue for their new location. Furthermore, WKW has seen paid advertising’s impact on their social media engagement, as well. 

Our continued success opens the gates for more opportunities to test, refine, and scale. We are proud to have driven results for WKW during 2022, and we are thrilled to continue our work together to expand further in 2023. Most importantly, we are happy to have activated new and reliable revenue-driving channels for WKW that enable the business to strengthen its brand in Colorado.

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Stackmatix’s mission is to support the growth of startups and high-velocity businesses over the long term, so we’re always excited when we can really move the needle for our clients. Email us at sales@stackmatix.com to schedule an introductory call with our team!

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