Case study
The product was specific. The media couldn't be generic.
JettProof makes sensory compression garments for children and adults. But the people buying them do not all arrive with the same problem, language or reason to choose. A parent researching for a child, an occupational therapist recommending a product and an adult looking for something to wear every day are making different decisions.
The challenge
The audience was narrow, but not simple. Healthcare professionals were looking for clinical relevance and therapeutic context. Parents were trying to understand whether the products might help their children at school, at home and in everyday situations. Adults were looking for sensory support without sacrificing comfort, dignity or wearability.
The account needed more than tighter bidding. It needed to become more relevant to the person making the decision.
JettProof had a specialist product and an account treating too much demand the same way.
- Multiple product lines were competing for the same budget
- Cost per conversion was unsustainable
- Australia and New Zealand required different optimisation
- Shopping and Search lacked clear prioritisation
- Retargeting was not being used despite a longer consideration period
The result
Revenue doubled because relevance improved at both ends of the click.
Lower cost per conversion on its own could simply mean cheaper acquisition. A higher conversion rate on its own could simply mean better landing pages. Together with doubled revenue and more than twice the monthly conversions, they show the programme scaled while becoming more efficient.
- +102%
- Google Ads revenue Across the programme
- −50%
- Cost per conversion Over the engagement
- +50%
- Conversion rate Over the engagement
- ~380 → 815
- Monthly conversions Dec 2022 to Sep 2024 peak
The insight
JettProof did not have one audience. It had three different reasons to buy.
The mistake would have been to optimise everything toward one generic sensory-products customer. Instead, we separated the programme around the different contexts in which people were searching and deciding. Healthcare professionals needed clinical relevance and evidence. Parents needed reassurance around practical everyday use. Adults needed the product explained around their own sensory experience and daily life.
The job of paid media was not simply to reach more people. It was to make each relevant person feel that the ad and landing experience understood why they were searching.
The strategy
Build the account around buyer intent, then let the economics decide what scaled.
- Separate the products and markets.Major product lines received clearer campaign structures and budget control. Shopping was prioritised around stronger product opportunities, while Australia and New Zealand were split so each market could be optimised on its own performance.
- Match the message to the buyer.The three buyer groups were segmented into distinct audience and messaging approaches. Ad copy and landing-page paths were adapted to the needs of healthcare professionals, parents and adults rather than forcing one generic message across all three.
- Optimise against the commercial result.We reviewed conversion performance continuously, testing ad copy, bidding, negative keywords, audiences and landing experiences over the life of the engagement. The improvement came through repeated optimisation rather than one campaign rebuild.
The buyers
Same product category. Three different decisions.
Healthcare professionals
- Clinical context
- Evidence
- Therapeutic relevance
Parents
- Calming support
- School suitability
- Durability
Adults
- Personal sensory experience
- Comfort
- Everyday wearability
Across Australia and New Zealand, with Search, Shopping and retargeting supporting all three.
What we did
Account architecture. Separated major product lines, controlled budgets more deliberately, ring-fenced brand activity and split Australia and New Zealand so performance could be read and adjusted more clearly.
Audience and messaging. Built distinct ad and landing experiences for healthcare professionals, parents and adults instead of treating sensory-product demand as one homogeneous audience.
Search and Shopping. Used Search for high-intent therapeutic queries and Shopping to capture product demand across the most relevant SKUs and categories.
Ongoing optimisation. Ran continuous review and testing across bidding, ad copy, query control, audience filters and landing experiences as performance changed.
The takeaway
Relevance beat reach.
JettProof sells a specialist product to people arriving from very different contexts. The growth did not come from treating that niche audience as one bigger targeting pool. It came from making the programme more specific: specific products, specific buyers, specific markets and specific messages, then repeatedly improving the economics underneath them.
Paid media worked better because the account became more aligned with the decision each buyer was actually making.
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