Period Product Dispenser Brand Doubles PPC Leads
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117%
Increase in Leads
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55%
Increase in Conversion Rate
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43%
Improved Cost Per Lead
“Clear, Efficient Optimizations for Our Digital Ads”
About Aunt Flow
Aunt Flow is a woman-owned company based in Columbus, Ohio, that helps schools, businesses, and public spaces offer free-access period products in their restrooms. Founded by Claire Coder in 2016 after she got her period in public at 18 without access to supplies, the company designs free-vend dispensers, including the award-winning Model R, and sells GOTS-certified 100% organic cotton pads and tampons along with refills and touch-free disposal units. Aunt Flow builds custom period programs for offices, universities, airports, stadiums, and health systems across North America, and its products are stocked in more than 60,000 commercial restrooms. Through its 'people helping people. PERIOD.' model, the company has donated millions of products to menstruators in need.
Challenge
Aunt Flow sells to two very different buyers: facility, HR, and school decision-makers who request a custom period program, and individual shoppers who buy through its online store. Its team had managed paid media internally and wanted to see what an outside partner could do, with a goal of more sales and stronger visibility for key search terms. Early results were mixed: remarketing audiences were too small to perform, ecommerce campaigns had gaps, attribution between platforms did not line up, and a stalled product feed partnership left Merchant Center work undone. Some school-related searches drove conversions that never became customers. SmartSites set out to restructure the account around qualified buyers and grow leads at a lower cost.
How we helped Aunt Flow.
SmartSites grows qualified leads for workplace & facility product suppliers
SmartSites helped Aunt Flow reach more facility managers, school administrators, and workplace leaders looking to offer free period products.
- Account Restructure: Rebuilt campaigns after fresh keyword research and paused standard Shopping in favor of Performance Max where it returned more.
- Microsoft Ads & Merchant Centers: Added Microsoft Ads alongside Google, set up Bing Merchant Center, and improved product titles with brand, size, quantity, and color for Google Merchant Center.
- Budget Reallocation: Trimmed brand spend and moved budget into demand generation, lead generation, and ecommerce campaigns.
- Buyer-Focused Targeting: Opened new ad groups for workplace, office, janitorial, and facility management terms and removed school keywords containing 'free' that converted without producing customers.
top rated period product dispensers Sample ad. A representative example, not a live ad from the campaign.
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117%
Increase in Leads
-
43%
Improved Cost Per Lead
-
55%
Increase in Conversion Rate
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40%
Increase in Paid Clicks
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Erin G.
“Clear, Efficient Optimizations for Our Digital Ads”
