Horus Straps
How Horus Straps Pivoted to Win New Customers
Platforms and Integrations:
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Horus Straps is a lifestyle accessories label best known for its colorful, interchangeable watch straps. Although the company enjoyed strong repeat business from existing fans, it needed to expand its reach and attract first‑time buyers to sustain growth.
OBJECTIVES:
- Drive scalable new‑customer acquisition.
- Maintain efficiency while shifting budget toward upper‑funnel activity.
Google Ads
The Challenge
The account leaned almost entirely on branded search and shopping campaigns; highly efficient, but largely limited to customers already familiar with the brand.
Prospecting efforts delivered minimal volume and sub‑optimal efficiency.
Our Approach
Re‑balanced spend to include new‑customer shopping and search formats alongside upper‑funnel campaigns.
Applied disciplined bid and budget guardrails to hit an aggressive target cost per acquisition.
YoY Impact
Prospecting budget reduced by nearly two‑thirds while doubling return on ad spend.
Acquisition cost cut by almost 50%, even with only a small reduction in order volume.
Revenue attributed to new‑customer campaigns grew by double digits despite the lower spend.
Meta Ads
The Challenge
Most campaigns optimized for page engagement rather than purchases.
Targeting focused on past engagers and site visitors, with virtually no fresh‑audience reach.
Creative limited to static images.
Our Approach
Built a market‑tested framework of Prospecting, Retargeting, and Promotion flights.
Introduced diverse ad formats (carousel, collection, video, dynamic product) to match each funnel stage.
Implemented refined audience segments using lookalikes, interest clusters, and purchase‑propensity signals.
Overall
New‑customer revenue on Meta nearly doubled in 30 days, while retargeting efficiency and scale improved dramatically.
Key Takeaways
Shifting budget from low‑impact engagement objectives to purchase‑optimized campaigns unlocked rapid growth.
Precise audience segmentation and creative diversification made it possible to scale new‑customer orders without sacrificing efficiency.
Coordinated Google and Meta strategies delivered sustainable acquisition momentum for Horus Straps.
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