Volt Grooming
How Volt Grooming grew sales 25% in three months by redirecting ad spend to ready-to-buy men
- +25%
- Sales in 3 months
- <10%
- Spend hitting wrong buyers
- 29%
- ACoS
Hired for
Get your free marketing plan (opens Calendly in a new tab)- PPC Management
- Listing Optimization
- Creative
Volt Grooming makes men’s beard and grooming kits, from instant beard and brow colour to Surf Salt texture spray, competing against much larger budgets in a category where search terms overlap heavily with women’s hair care.
The challenge
About 40% of ad spend was reaching shoppers who were never going to buy, many of them searching for women’s hair colour. Competitors were winning the beard-kit and gift searches Volt should have owned, and ACoS sat at 41%. The budget was not too small; it was pointed at the wrong people.
Structure → Demand → Defense → Scale
Our approach
- 1Structure
Buyer mapping
We separated high-intent shoppers from browsers using search-term and conversion data, and isolated every query that had never produced an order.
- 2Demand
Keywords men actually type
Targeting was rebuilt around terms like “beard dye for men”, “grey beard cover” and “beard grooming kit”, with gift-kit terms in their own campaign.
- 3Defense
Brand and listing
Branded terms were protected, and listing images and copy were reworked to show fast, natural-looking results the moment a shopper landed.
- 4Scale
Reallocate and daypart
Budget that wasn’t earning its place moved to proven terms, and bids were weighted toward the hours Volt’s buyers convert best.
- Wrong-buyer spend cut
- Keywords rebuilt
- Sales up
Insights that drove decisions
- ~40% of spend, near-zero orders
Women’s hair-colour searches were quietly draining the budget.
We negated them and rebuilt targeting around men’s beard terms.
- 2.4× conversion, 2 weeks pre-Father’s Day
Gift-kit searches converted strongly in the run-up to Father’s Day.
We added a seasonal bid lift for gift-kit campaigns.
- 1.4× conversion, Sat–Sun 8am–1pm
Weekend mornings outperformed every other daypart.
We raised weekend-morning bids and trimmed late-night spend.
Results
- Sales up 25% within 3 months
- Spend reaching the wrong buyers down from about 40% to under 10%
- ACoS down from 41% to 29%
- Conversion rate up from 9.6% to 12.8%
- Sales in 3 months
- +25%
- Spend hitting wrong buyers
- <10%
- ACoS
- 29%
About 40% of our ad spend was going to wrong buyers, wasting our ad budget and losing sales to competition. After 3 months working with PPC Jumpstart our sales are up 25%. We use the right keywords and target the correct potential buyers with our ads. This is a huge improvement over what we were doing prior to working with them.
Jaro TurekVolt GroomingFor men’s grooming brands
The blueprint
Men’s grooming brands lose budget to overlapping women’s beauty searches more often than they realise. Check who your ads actually reach, rebuild around the words your buyers use, and plan for gifting peaks like Father’s Day and Q4.
Thank you to the Volt Grooming team for trusting us with the account.
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