Transforming BARE’s Growth From Startup to Scaleup with Tailored PPC Strategies
farsiight partnered with BARE to drive scalable growth, leveraging hyper-localised campaigns and innovative digital strategies to disrupt the funeral industry and expand into new markets.
Snapshot of case study
Key Outcome
700% growth in revenue
Industry
Marketplaces, Technology
Services
PPC Marketing, Digital Strategy, Google Ads
The Challenge
BARE, a disruptor in the traditional funeral industry, offers a direct-to-consumer platform for simpler, more affordable funeral services. By mid-2020, they were growing rapidly but needed a partner to help scale their core business and lower their cost per acquisition (CPA).
Having previously managed their digital marketing in-house, BARE struggled to achieve the profitable growth they sought. They turned to farsiight in May 2020, aiming for a steady 5% MoM growth in core business revenue and a lower CPA. The stakes were high, with intense competition from traditional funeral homes and local players.
Digital Strategy
- Set up robust tracking to better understand customer acquisition cost (CAC), including third-party call tracking, lead funnel tracking with Google Ads conversion tracking, and HubSpot offline conversion tracking.
- We aggressively scaled BARE’s Google Ads account through hyper-localised ads and rapid landing page testing. This helped BARE stand out in a competitive space while keeping CPA in check.
- Tested ad messaging, landing page content, and audience targeting, adjusting campaigns to meet their CPA and conversion rate goals.
- Helped with their go-to-market PPC strategy for the UK market
Platform Tactics
- Implemented hyper-localised Google Ads, tailored to specific regions and pricing differences to boost conversions.
- Focused on extensive testing of ad messaging and landing pages to determine what resonated most with different audiences across various regions.
- Expanded beyond Search Campaigns, utilising Google’s full suite including Display, Discovery, YouTube, and Performance Max channels to maximise TOF (top-of-funnel) engagement.
- Launch a large-scale YouTube Trueview campaign that was partly funded by Google.
- Integrated Microsoft Ads to supplement BARE’s reach and scale growth.
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The Performance
+%
growth in revenue
+%
growth in LTV/CAC
What Bare had to say about the outcome
They are clear subject matter experts, who are the most knowledgeable I’ve come across during 6+ years at venture backed, high growth businesses. Perhaps most importantly though, they are genuinely good humans, who we feel are genuinely keen to see our business grow.
Sam McConkey
Co-Founder, Bare
Meet the Team
There might be two i’s in farsiight but there is no i in team. To produce the best outcomes possible for our brands we work as an integrated team of specialists.
BARE came on board with farsiight in the early days of our own growth, so the execution team was smaller than our usual stack, but rest assured it was the best team for the job. The same team still works closely with BARE today, with Nick at the helm. Meet the team:
Josh Somerville
Co-Founder
Nick Graham
PPC Team Leader
Ben Somerville
Director