Case study: BillieBars
From start-up to truck heavyweight: Raising the bar with digital growth
Turn side business into ecommerce powerhouse
Two friends launched BillieBars as a side project. Soon after, they partnered with Quiet Owl to see what a proper digital strategy could achieve. As a self-funded business, marketing budgets were tight and had to be profitable right away.
Scope & Goals
Quiet Owl supported BillieBars in all digital facets – including analytics, website conversion, and SEO.
Rules-based budget scaling: remove emotion from ad spend decisions
Scaling ad budgets is tricky for young companies. Without historical data it’s hard to predict performance. Yet they can’t afford wasteful spend. Plus, there is often a time-lag factor. Spending more doesn’t always generate immediate sales, so results can look worse in the short run. This conundrum plagued BillieBars. Should we advertise more, or less? How do we know if it worked?
Quiet Owl created scaling rules to help BillieBars invest with confidence. Based on performance, ad budgets were systematically adjusted by pre-defined percentages. This led to the fastest profitable growth in company history.
Flexibility: Quickly adjust spend & strategy based on performance
Profitability: Set a minimum contribution margin
List growth: turn expertise into an email capture hook
BillieBars didn’t want to overly rely on paid campaigns for growth. Email marketing had untapped potential, but their list was small since it hadn’t been a focus. What BillieBars did have was expertise: they spoke with thousands of customers and knew how to configure trucks for off-road adventures.
Quiet Owl helped BillieBars compile their know-how as a buyer’s guide to simplify the truck outfitting process. This buyer’s guide was offered as a free download to collect emails via social media.
7x subscriber growth
8x email revenue
Google experiment: how do you turn a loser into a winner?
BillieBars needed a new channel beyond social media to sustain growth. Ramping up Google Ads was the logical move. But they only had mixed success from modest spend. Most companies need ad budgets to show results before they invest more, yet this prove-it-first mindset can stunt progress: It’s hard to evaluate the impact of tiny budgets & algorithms don’t get enough data to optimize.
Rather than play it safe, Quiet Owl proposed a bold experiment which had helped other clients. Triple the Google budget for six weeks to learn if higher volume could improve performance. The strategy paid off. Google generated enough conversions to get its smart bidding algorithms out of learning mode. And BillieBars kept growing, while improving year-over-year efficiency.
New growth channel
BillieBars and Quiet Owl’s partnership illustrates the benefits of omni-channel marketing. Our ability to test quickly, scale winners, kill the duds – without losing sight of the big picture – led to substantial growth.
“Throughout our journey, Quiet Owl has been the flashlight in the proverbial digital cave, shining light where we need it, and keeping us on path. Love ’em!”
Bill & Nate | Co-owners