Performance-Led Growth: Pip Pop Post

Pip Pop Post entered 2025 with paid media channels that wiere already performing. The opportunity wasn’t to reinvent strategy, but instead to scale what was working, expand reach selectively, and preserve efficiency in a highly competitive jewelry category.

In partnership with Best Practice Media, Growth Channel led that expansion through a full-funnel campaign structure designed to support both historical and new channels.

As spend and reach increased, volume grew quarter over quarter while efficiency improved.

Key Results (Q2–Q4 Performance)

• Spend increased 133% from Q2 → Q4
  
• Blended ROAS increased 6x over the same period
  
• Retargeting efficiency improved 4.2x quarter over quarter
  
• Prospecting efficiency improved 3–7x depending on audience type
  
• Conversion volume increased 14x from Q2 → Q4
  
• CPA improved by 83%
  
• CPC decreased by 53% despite rising CPMs

The Challenge

Pip Pop Post was already performing well across core paid media channels like Search and Social. The challenge emerged when it came time to scale.

Growth meant expanding spend and channel mix without sacrificing performance, particularly as CPMs increased and competition intensified. Doing so required a structure that could support:

• Higher budgets
• New channels
  
• Increased conversion volume while preserving efficiency and audience quality

The Approach

1. Launching New Channels, Then Scaling Deliberately

New channels were introduced gradually, with performance proven before spend was meaningfully increased. As investment ramped, prospecting audiences were refined in parallel:

• Interest-based prospecting ROAS improved 3–7x
• Third-party prospecting efficiency improved 4–6x

By proving performance early and scaling incrementally, new channels were able to take on more spend without compromising audience quality or overall performance.

2. Expanding Channels Without Fragmenting Performance

With core channels stabilized, broader cross-channel execution was introduced within a unified full-funnel structure to maintain performance consistency.

From January through mid-December 2025:

• Combined Meta + Google ad spend increased more than 100% YoY
• Meta generated $4.67M in conversion value at 3.28x ROAS
• Google generated $4.97M at 4.28x ROAS
• Total ad-attributed revenue exceeded $9.6M

3. Retargeting Emerged Naturally at Scale

As prospecting reach expanded and channel volume increased, retargeting naturally became more efficient:

• Retargeting ROAS increased 4.2x
• Retargeting spend scaled nearly 4x while efficiency improved in parallel

4. Controlled Pacing Enabled Sustainable Scale

Spend increases were introduced in phases to allow performance to stabilize as channels expanded:

• +77% from Q2 → Q3
• +31% from Q3 → Q4
• +133% overall
  

Impact

By scaling what was already working and adding channels deliberately, Pip Pop Post achieved substantial growth without sacrificing efficiency:

• ROAS increased 6X from Q2 → Q4
• Conversion volume increased 14X from Q2 → Q4
• CPA improved 83% even as spend more than doubled
• CPC declined 53% despite rising CPMs
• Meta + Google spend increased 100%+ YoY
• $9.6M+ in ad-attributed revenue across Meta and Google
• Meta purchases +67% YoY
• Google conversions +81% YoY

Increased scale and channel expansion translated into consistent month-over-month performance gains.

Why It Worked

By treating the funnel as an integrated system rather than a collection of isolated channels, Growth Channel and Best Practice Media layered audiences deliberately, expanded budgets in sequence, and evaluated performance holistically. 

This approach allowed scale to build across the funnel, supporting higher spend and volume while maintaining efficiency.

Add a call to action closing i.e. how other eCom brands can scale beyond search and social while also increasing blended ROAS

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