What They Changed to Spend 60-70% Less On Ads

In this episode of The DTC Insider, Brian Roisentul sits down with Nick Sanetra, Director of Marketing at Clove, to discuss how the brand is rethinking customer acquisition, creative strategy, and profitability while staying focused on the fundamentals of understanding its customers.Nick shares his journey from ad tech and agencies to the brand side, and how that experience shaped the way he thinks about growth and unit economics. He explains how Clove evolved from a growth-first mindset to making every marketing dollar pull its weight, and why ambitious revenue goals need to be backed by the right systems, marketing calendar, and customer demand. They dive into Clove’s customer acquisition strategy, why broad targeting and highly automated campaigns didn’t work as expected for the brand, and how changes to targeting and creative helped Clove spend 60–70% less year over year in a given month while generating more revenue. Nick also shares why TikTok is becoming a larger part of the media mix, how Clove approaches creative differently across the funnel, and why UGC continues to play an important role in reaching new customers. Plus, they discuss why post-purchase surveys have become one of Clove’s most valuable sources of customer and attribution data, how those insights influence budget allocation and creative decisions, why its loyalty program has become a consistent driver of incremental revenue, and how the team uses AI to accelerate time-consuming analysis without outsourcing critical thinking. Ultimately, Nick explains why sustainable growth comes back to strong systems, customer insights, and caring about the people you’re building for. -- This episode is brought to you by ⁠⁠⁠⁠⁠⁠⁠BSR⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠BSR⁠⁠⁠⁠⁠⁠⁠ helps 7-figure+ brands build and optimize strategic growth systems that unlock hidden revenue and scale profitably, without adding chaos, channels, or unnecessary spend.To learn more about BSR, ⁠⁠⁠⁠⁠⁠⁠visit their website⁠⁠⁠⁠⁠⁠⁠ or book a ⁠⁠⁠⁠⁠⁠⁠call⁠⁠⁠⁠⁠⁠⁠.