HP & JP — New Customer Growth

Our focus

Acquiring new customers — efficiently, at scale.

The three-step growth model

Step 1 · Where we are now

How do we acquire new customers?

Reaching shoppers who have no existing relationship with Horsemen's Pride or Jolly Pets. Competitor keywords, category searches, unbranded terms. Building the top of the funnel from day one.

Step 2 · Coming next

How do we acquire them at a healthy cost?

Optimising bids, tightening targeting, removing spend on searches that bring the wrong people. Reducing ACOS while maintaining new customer volume.

Step 3 · The long game

How do we keep them coming back?

Lifecycle strategy, post-purchase communication, and repeat purchase rate improvement. Turning one-time buyers into brand loyalists.

Why new customers — not just ROAS

The trap to avoid

High ROAS that hides no real growth

Optimising purely for ROAS often means showing ads to people who were going to buy anyway — existing brand loyalists searching the brand name. It looks efficient. It isn't growing the business. A ROAS of 10x on brand terms is flattering but not incremental.

Our approach

Targeting people who don't know the brands yet

Competitor ASINs, category keywords, unbranded searches. Every new customer we acquire through ads is genuinely incremental revenue — not a rebadged organic sale. We measure this through new-to-brand purchase rate, not ROAS alone.

Early results

Both brands are heading in the right direction.

Jolly Pets

New customers · May 1–11

42

↑ trending up

83% of all ad sales = new buyers

Impressions · May 1–11

308k

New audiences seeing the brand

New-to-brand purchases · week by week

Mar launch → Apr growth · May in progress

Horsemen's Pride

Impressions · May 1–11

345k

↑ building

Up from zero in January

Ad sales · May 1–11

$7,259

2.21x ROAS · improving weekly

Weekly impressions since launch · Mar – May

Mar launch → Apr growth · May in progress

What we're monitoring

The flywheel — and what we need to see it clearly.

How this compounds over time

1

Paid ads reach new customers

Competitor keywords, category terms, unbranded search. People who had no prior connection to the brand discover it through ads.

2

They buy, discover the brand, come back organically

The second time they search the brand name directly. That's an organic sale — no ad needed. Organic share begins to rise.

3

ROAS softens — but that's the signal it's working

As organic takes back the customers we've converted, ad-attributed sales as a share of total will decline. ROAS drops. Total revenue grows. This is not a warning sign — it's proof the flywheel is spinning.

4

We track TACOS not ROAS to see the real picture

Ad spend against total Amazon revenue. Currently 3.5% — healthy. Watch this monthly. If it holds steady as revenue grows, the flywheel is working exactly as intended.

What we need to complete the picture

Stackline access — from Michelle

Organic rank, share of voice, competitive movement week on week. Without this we can describe the flywheel but we can't prove it's spinning. This is the most important data gap.

Action this session

COGS per unit — both brands

Without this we can't calculate true profit per new customer, can't size budget increases confidently, and can't confirm the economics of the flywheel are sound.

Finance — near completion

Triple Whale — HP Amazon sync

HP campaign data isn't flowing into the Triple Whale dashboard. Being investigated. Until resolved, HP reporting is manual from Amazon Ads directly.

Being fixed

ACOS targets — HP <30% · JP <25%

HP at 45%, JP at 31.5%. Bid optimisations made this week. Campaigns hit their stride at weeks 4–8. Watching closely.

On track