01
Our Results
Preserved a sub $35 CAC to maintain first order profitability
Delivered a 4.44x ROAS in non-brand Search & Shopping in Year 1
02
How We Did It
Owned niche search themes first
With a finite amount of search volume for the themes of “frozen soup dumplings” and “xiao long bao,” we captured over 50% of the ongoing consumer demand.
Focused on Search & Shopping
To maximize demand capture, we deployed controlled campaigns to cover the visual- and text-based ad placements on SERPs.
Controlled for profitable spend
Through strict target CPA and target ROAS requirements, we consciously throttled spend to attract new customers with first order profitability.
Relentlessly tested
With tailored landing pages, ads, and bidding objectives, we tripled average monthly spend over the first year, all while maintaining profitability.
03
Client Highlights and Callouts
The XCJ Team grew the category for DTC soup dumplings, BBQ skewers, and noodle dishes through strong Facebook, Instagram, and TikTok campaigns. This enabled us to capture the generated demand, directly and indirectly, through Search and Shopping ads. As a result, the brand grew from a $14M to a $26M annual revenue run rate.
