Doubling New Customers While Spending Less: A Case Study in Precision Scaling
In high-ticket or "low-frequency" industries—like wedding fashion—the traditional marketing funnel is broken. You can't rely on repeat purchases to bail out a high Cost Per Acquisition (CAC). You need to win on the first click.
The Challenge: Breaking the Audience Plateau
An Indian fashion brand specializing in saris faced a common plateau. They were spending a fortune on Meta ads, but their "New Customer" count remained stagnant. Because a customer typically only needs a few wedding outfits, the brand was accidentally "recycling" the same audience instead of reaching new ones.
The Strategy: Signal vs. Noise
Using Wicked Reports, the brand moved away from platform-reported ROAS and looked at New Customer Attribution. They identified which specific Meta campaigns were "hunting" (finding new people) and which were simply "harvesting" (retargeting people who would have bought anyway).
The Results: A 30-Day Marketing Miracle
By reallocating budget to the high-signal "hunting" campaigns, they achieved a marketing miracle in 30 days:
- Spent Less: They actually reduced their total out-of-pocket ad spend.
- Earned More: Revenue jumped by 50% because they were reaching fresh eyes.
- Halved the CAC: Their cost to acquire a new customer was cut by 50%.
The Lesson for Agencies: Beyond ROAS
If you are managing an e-commerce brand, your goal shouldn't just be "higher ROAS." It should be profitable new customer growth. When you can prove your ads are the reason a new person entered the ecosystem, you become an indispensable partner to your client.
Want to replicate these results for your brand? Schedule a Wicked Reports Demo
Frequently Asked Questions
Q: How can you spend less but make more revenue?
A: It’s about eliminating "waste spend." Most brands spend 20-30% of their budget on ads that take credit for sales that would have happened organically. By identifying those "zombie" ads, you can cut that spend and move it into prospecting for new customers.
Q: Is this strategy specific to fashion?
A: No. This works for any "considered purchase" where the customer doesn't buy every day—furniture, high-end electronics, or specialty apparel. The goal is to optimize for the First Click that leads to a new customer.
Q: Why doesn't Meta show me these results?
A: Meta's default reporting is "greedy." It wants to show you the highest ROAS possible to keep you spending, so it often prioritizes retargeting. Wicked Reports acts as a third-party auditor to show you the unbiased truth.
