Supplements Brand Tripled New-to-Brand Acquisition in One Quarter

New-to-brand growth accelerated through lookalike segmentation and disciplined competitor targeting.

Performance Snapshot

NTB Growth

62K

Monthly NTB

+128%

Revenue

Down

Branded Share

Overview

The supplements account had plateaued because growth depended heavily on branded demand recapture.

Leadership wanted aggressive new customer growth without losing efficiency discipline.

We built a PPC acquisition framework centered on net-new demand and controlled conquest expansion.

Overdependence on branded keywords limited incremental growth.

High category competition made conquest campaigns expensive.

New audience segments required stronger relevance to convert.

Budget had to scale without destabilizing account-level TACoS.

Client needed clear proof that growth was truly new-to-brand.

Prospects were segmented into value tiers with distinct bid and budget rules for each funnel stage.

Competitor targeting was broadened with strict profitability thresholds and rapid pruning loops.

Budget was shifted away from branded recapture and redirected into category and competitor acquisition.

Sponsored Brand and video creatives were tested around proof points that converted first-time buyers.

AMC insights were reviewed weekly to ensure growth came from genuinely new audiences.

Lookalike and competitor conquest audiences became the primary engine for new customer growth.

Branded spend share was intentionally reduced while total monthly revenue kept climbing.

New-to-brand customer volume tripled in one quarter.

Revenue increased while branded dependency declined.

Acquisition campaigns became a repeatable scale channel.

The account gained stronger long-term growth headroom.