Case study: 3.4x Increase in revenue in four months with us compared to the previous period.

Challenge

Plateaued performance and lacking sustainable growth

As a new brand, launched in November 2024, HomePlunge started off with steady growth month by month. However, despite running Google ads, this growth started to slow down instead of increasing when the industry’s high season commenced.

Having worked with external marketing companies in the past who hadn't provided much guidance on improvement opportunities, HomePlunge needed a specialist team who knew how to build a strategy for predictable and scalable growth for a newer brand selling a premium, high AOV product.

Solution

Optimise Google ad campaigns and take a multi-channel approach

The first thing we did when starting our partnership with HomePlunge was to undertake a consultancy call in order to get a deeper understanding of their brand before identifying and prioritising the best approach to optimisation.

One of the first channels we focused on was Google Ads as they were running four different campaigns, all with small budgets. With the product being a high-ticket item, these ad campaigns just weren’t bringing in the conversions HomePlunge needed for auto bidding strategies at the current ad spend levels. To solve this, we consolidated these four campaigns into one single campaign, as well as updating some of the targeting options. We additionally connected their merchant centre to Google Ads in order to launch Shopping Ads through the same campaign, widening the opportunity of reaching potential customers and increasing the sales volume through this consolidated campaign structure.

Another change we made to Google Ads at the start of this partnership was leveraging better tracking. At first, HomePlunge didn’t have enhanced conversion tracking set up, configuring this would improve the sales attribution for conversions, giving better signalling in their campaigns targeting.

As well as optimising HomePlunge’s Google ads, we also launched a new sales channel, Meta ads, in order to expand acquisition efforts and reach a larger audience of potential new customers. We carried out an emotional ID analysis on competitor’s customers to identify what emotions would resonate best with the target audience. We accompanied this by launching with a range of different ad formats and ad angles to also identify what ad creative resonates best with the target audience in order to build on that approach.

By adding Meta as an acquisition channel, we made sure we optimised budget allocation between both Google and Meta. While making these changes, we kept an eye on the MER (marketing efficiency ratio) to ensure that we were maintaining efficient ad spend while scaling revenue month-by-month.

Results

3.4x increase in revenue while sustaining a healthy MER

As a result of changing the campaign set up and leveraging Meta ads, we were able to increase traffic and sales for HomePlunge almost immediately. Through this increase in traffic and sales, within the first month of working with HomePlunge, we increased their MER by 244% compared to the previous month and increased revenue by 94.06% compared to their previous best month’s revenue to date. And within 4 months we’d increased revenue by 3.4x compared to the previous 4 months, meaning the majority of the overall revenue since HomePlunge launched 10 months ago, came from the 4 months of working in partnership with Contrast.

Not only did we increase revenue by 3.4x over 4 months, but we managed to do this in a very efficient way. Based on benchmark industry data, we managed to keep HomePlunge’s MER well above the industry average.

Ultimately, the results we achieved with HomePlunge demonstrate not only rapid growth but also sustainable scaling, increasing both top-line revenue, and contribution margin.

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