How Wantable Cut Costs by 38% While Growing Total Orders
Wantable is a personal styling service that sends curated clothing "Edits" right to your door. In a crowded market of subscription boxes, their success depends on a constant flow of new sign-ups and keeping current subscribers coming back for more. 
The Opportunity:
Before teaming up with Granular, Wantable’s paid search strategy was struggling with scaling efficiently. High-intent brand traffic was monopolizing the budget, while broad prospecting efforts were driving up the blended Cost Per Order (CPO) to unsustainable levels.
They needed a partner who could help them:
-Grow order volume year-over-year.
-Fix their Cost Per Order (CPO) by cutting out wasted spend on generic search terms.
-Rebuild their account so that every dollar was tied to actual profitability, not just clicks.
Granular’s Solution:
We completely restructured the account. We moved away from expensive, broad-match prospecting and set up a two-tiered system that focused on demand we knew would actually convert.
Tier 1: Better Brand Targeting
We realized Wantable wasn’t fully capturing people specifically searching for them. By cleaning up their brand campaigns and focusing on high-intent terms like wantable and wantable reviews, we grew brand-driven orders by 16% – and we did it for less money than they were spending before.
Tier 2: Cleaning Up Non-Brand Search
This is where we saw the biggest shift. Instead of bidding on broad clothing-related terms, we got granular. We narrowed our focus to high-intent keywords and used strict negative keyword lists to stop paying for irrelevant traffic. This allowed us to keep the order volume steady while significantly dropping the price of each acquisition.
Tactics that worked:
- Smart Bidding: We used Target CPA (tCPA) models for non-branded terms to set a “ceiling” on what we were willing to pay for an order, ensuring the budget only went toward the best opportunities.
- Manual Bidding & tCPA Combination: We used Manual CPC bidding on branded terms to ensure that our budget was being used efficiently.
Seasonal Pushes: We kept the messaging fresh during key periods—like the fall “Cozytober” event – using specific ad copy and landing pages to match what shoppers were looking for.
The Results
By focusing on the details of where every dollar went, Wantable managed to grow orders by 6% while cutting their CPO by nearly 38%. We proved that you don’t have to sacrifice profit to see growth – by fixing the Brand tier and cleaning up the Non-Brand campaigns, we saved millions in wasted spend while actually increasing the number of boxes shipped.
Questions?
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