Lucy & Co.

How Lucy & Co. grew paid media revenue by 245% in under a year.

Lucy & Co. sells adorable dog gear & outerwear. In January, they were looking to launch paid media from scratch. Under Uproer’s management, the channel has seen major quarter-over-quarter revenue and ROI growth and has consistently driven 20% of total monthly revenue.

Our Paid Media Strategy

Dog gear is a competitive vertical. With large, national players and small, local companies, it can be hard to get a foothold. From the get-go, we focused on the unique style and quality of Lucy & Co products to find pockets of search terms we could win and hold. Our strategy included search and shopping campaigns that targeted the keywords we knew our competitors were missing to create a paid search presence that let us run with the big dogs.

  • Instead of eating into margin targeting low-AOV products, we targeted relevant keywords for Lucy & Co’s top-revenue products.
  • We avoided high-cost, competitive terms and started winning on targeted terms that highlighted key product features.
  • As part of our agile approach, we mined search terms for new opportunities and strategically tested new keywords and structures over time.
  • We proved incremental revenue with new ways to advertise high-value products on low-volume, high-relevance terms.
  • We created a range of shopping campaigns targeting desktop and mobile users to show alongside our text ads, increasing our presence on key searches.
  • With a well-built product feed, we were able to keep our shopping AOV high and avoid getting stuck paying for clicks on low-value searches.

"By teaming up with Uproer we were able to establish our brand’s presence on Google search while also reaching new customers via non-brand and shopping strategies. These efforts have been contributed to our accelerated growth over the past 9-12 months."

Ahmed El Shourbagy, Lucy & Co.

Linear ROAS growth and +245% paid media revenue growth

In just a matter of three quarters, our efforts help create a solid paid media presence for Lucy & Co. that contributed to:

  • 245% increase in revenue between Q1 and Q3
  • 151% increase in average ROAS
  • 232% increase in site-wide revenue
  • 8.63 average return

Want to work with Uproer?

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Sr. Manager, SEO & Operations

Dave Sewich

Dave made an accidental foray into digital marketing after graduating from the University of Minnesota Duluth and hasn’t looked back. Having spent the first part of his marketing journey brand-side, he now works with the Uproer team to help clients realize their goals through the lens of search.

When not at work, you’ll find Dave staying active and living a healthy lifestyle, listening to podcasts, and enjoying live music. A Minnesotan born and raised, his favorite sport is hockey and he still finds time to skate once in a while.

Dave’s DiSC style is C. He enjoys getting things done deliberately and systematically without sacrificing speed and efficiency. When it comes to evaluating new ideas and plans, he prefers to take a logical approach, always sprinkling on a bit of healthy skepticism for good measure. At work, Dave’s happiest when he has a chance to dive deep into a single project for hours at a time. He loves contributing to Uproer and being a part of a supportive team but is most productive when working solo.

Founder & CEO

Griffin Roer

Griffin discovered SEO in 2012 during a self-taught web development course and hasn’t looked back. After years of working as an SEO consultant to some of the country’s largest retail and tech brands, Griffin pursued his entrepreneurial calling of starting an agency in May of 2017.

Outside of work, Griffin enjoys going to concerts and spending time with his wife, two kids, and four pets.

Griffin’s DiSC style is D. He’s driven to set and achieve goals quickly, which helps explain why he’s built his career in the fast-paced agency business. Griffin’s most valuable contributions to the workplace include his motivation to make progress, his tendency towards bold action, and his willingness to challenge assumptions.