Industry disrupting funeral provider BARE sees revenue and profitability skyrocket over a 3 year period

One of the many keys to the successful farsiight formula is becoming an extension of our partner’s businesses. Our relationship with BARE was just that and involved close collaboration between our team here at farsiight and the 2 founders of BARE, Sam & Cale. As BARE grew, this later evolved to include a close relationship with their in-house Paid Ads Account Manager and Head of Growth. Sam from Bare summed up his first impressions of farsiight and how they eventually made their decision; “​​After meeting the team, they came back with a detailed analysis of our current campaign structure, bidding strategy, keyword coverage and optimisation strategy. That analysis was particularly detailed, insightful, and impressed investors in the business (many of whom are considered to be in the top 10 marketers in Australia). The analysis gave us confidence to select farsiight from other agencies we spoke with.” Communication in any partnership is the key to ensure both parties are aligned on goals, and even more so in the case of BARE with its many moving parts in terms of service offering, regions and targets. Outside of daily communication with the BARE team via slack, we would meet monthly to do a full tear down of the previous month vs. targets and align on next month's goals. This also developed to include a weekly catchup to discuss priorities and action items. Sam gave us some early feedback which really fuelled our fire and desire to keep kicking goals for them “Since beginning the work, in less than 8 months we've almost doubled the core business and seen CPA's decrease about 25%. Very impressive results to date.”

To achieve Bare’s goals, farsiight faced a variety of challenges whilst implementing and managing the Google Ads account that we had to overcome. These included, but were by no means limited to: - Extensive competition: Bare was entering a highly competitive industry and was, at the time, an unknown player in the market; - Essential ad localisation: Competing with local funeral homes presented the need for highly personalised ads and became essential to increasing conversion rate. In addition, Bare’s pricing differs between cities and states, so ad and landing page localisation was a priority. - Testing: With little paid advertising run to date and limited historical data to analyse, farsiight had to work closely with Bare. On a month-to-month basis, we tested a variety of ad messaging and landing page content to examine what resonated best with their audience, and this also differed from location to location. - Growth: Maintaining a constant CPA while scaling is always challenging. Thankfully, the founding team at Bare are the fastest moving savvy partners we’ve ever had the pleasure of working with which made this less challenging than usual. Our work with BARE over the years was focused primarily on Google Ads, of which the majority of our efforts were focused on Google’s Search Campaigns. However we have also utilised The full Google Ads suite including Display, Discovery and Youtube campaigns for both retargeting and successful TOF performance channels. More recently we have also supplemented campaigns with the newer Performance Max channel. Outside of Google Ads, farsiight has also helped BARE implement and scale their Microsoft Ads.