How Go Fish Optimized Ad Spend to Increase Cailini Coastal’s Revenue

Cailini Coastal came to Go Fish looking to grow – but not at the expense of efficiency. The challenge: scale revenue while improving return on ad spend across channels. That meant identifying where media dollars were working hardest, uncovering new audience insights, and refining segmentation strategies to serve the right content to the right people at the right time.

Optimizing ad spend to generate a new wave of business.

After being in business for a year, Cailini Coastal felt like their paid media efforts were not driving the sustainable growth that allowed them to uplevel revenue.

In July 2021, they reached out to Go Fish with the hope of improving their performance marketing efforts and growing the business. Go Fish was able to channel their paid media expertise to optimize the online boutique’s ad spend, finding opportunities for greater efficiency that allowed the brand to increase their ad spend and grow revenue.

Digging through the sand to find efficiencies.

Thanks to Go Fish, Cailini Coastal was able to make a real impact on their revenue by being purposeful with their ad spend. The key to great results is being efficient and strategic with how ad spend is allocated.

Go Fish’s first step was to identify the pockets of inefficiency and redirect that spend to areas that were working. This approach helped Cailini Coastal prioritize Meta and Google ads which, in turn, drove a higher return on ad spend (ROAS).

Introducing audience segmentation to the mix.

Prior to partnering with Go Fish, the client was operating under a blended content model. In an effort to develop a more targeted approach by learning what Cailini Coastal’s specific audiences responded to, Go Fish created distinct audience segments and targeted them with tailored content.

For example, across social and paid search, new customers who had seen a specific landing page or purchased from a specific category received different content than net-new users or users who had watched over 75% of a video ad.

Additionally, Go Fish’s team saw an opportunity to expand the client’s non-branded paid search efforts to capture users searching for “coastal furniture” and similar terms, which helped Cailini Coastal broaden their awareness as well as capture new, ready-to-buy customers.

A coastal breeze of inspiration.

After seeing Go Fish’s approach pay off on Meta and paid search, we decided to launch Pinterest ads to reach new audiences in search of home décor inspiration. With an increase of just 34% in Pinterest spend, we generated 153% more revenue in just the first two weeks. Overall, Pinterest continued to perform well, generating a higher RoAS than Meta.

By diversifying our media spend, we identified an area of efficiency for the brand and gained insight into how their audiences respond, allowing us to strategically adjust each promotion and product launch for even higher click-through and conversion rates.