Results at a Glance
The Challenge
Bad Ass Hat Co had all the makings of a great brand: a distinct point of view, quality products, and early traction on TikTok. What they didn't have was a system. Like a lot of young Shopify stores, they were generating some organic buzz but had no reliable way to turn that attention into consistent, profitable sales. They needed more than someone to "run some ads.” They needed a real strategy and a team that understood how to build a brand's growth from the foundation up.
The Approach: Foundation First, Then Scale
Conversion Engine doesn't start with ad accounts. We start with the brand.
Brand DNA Analysis. Before a single ad went live, we did a deep dive into who Bad Ass Hat Co really is, studying the brand's voice and personality, the products themselves, and most importantly, the customer buying them. We built out detailed customer personas grounded in what actually motivates buyers to purchase, not just demographic guesses. This is the foundation every campaign was built on.
Profitability, Not Just Traffic. Growth that isn't profitable isn't growth, it's just spend. Early on, we dug into Bad Ass Hat Co's brand numbers and P&L information to understand their true margins, identify their break-even ROAS, and set realistic, profitable ROAS targets. That meant every campaign decision from day one was made with an eye on the bottom line, not vanity metrics like impressions or clicks or just topline revenue.
Emotionally Targeted Creative and Copy. Armed with a real understanding of the brand and its customers, we wrote ad copy and designed creative that spoke to buyers on an emotional level—the identity, humor, and attitude that made people fans of the brand on TikTok in the first place, translated into ad campaigns built to convert.
Launch and Scale. With strategy, personas, and profitability targets in place, we launched Meta Ad campaigns in January 2026 and began scaling spend as performance validated the model: always testing, always tying decisions back to profitable ROAS, never just "spending more" for the sake of growth for the sake of growth.
The Results: A 90-Day Inflection Point
The impact was immediate. In the first 90 days of running Meta Ads, Bad Ass Hat Co's monthly revenue grew more than 11,000% compared to the month before they started working with Conversion Engine, and that growth compounded month over month as campaigns scaled, with revenue nearly doubling again from month one to month two, and again from month two to month three.
This wasn't a lucky spike. It was the direct result of a strategic foundation: the right customer personas, the right emotional message, and campaigns built around real profitability targets rather than guesswork.
Expanding the Partnership
Results were strong enough that five months into the relationship, Bad Ass Hat Co asked Conversion Engine to take over Google Ads and Retention Marketing as well, expanding us from a single-channel partner into their full-funnel growth team and ongoing strategic advisor.
With Meta Ads, Google Ads, and Retention Marketing now working together, revenue grew another 68% beyond the already-strong Q1 base by June 2026, bringing total growth since the start of the partnership to nearly 18,700%. What began as a new Shopify store with scattered TikTok traction is now running a coordinated, multi-channel acquisition and retention engine built to scale profitably.
In Their Words
"Conversion Engine knows ball when it comes to digital marketing. The only thing I dislike is that I cannot hire the entire team to work under our roof. We were looking for the perfect agency that understood the voice of our brand and could effectively handle our Meta ads. Conversion Engine has done a tremendous job so far and we are constantly looking for additional ways that they can help us continue to grow. The Conversion Engine team is by far the most effective agency I have worked with during my 20+ years in ecommerce."
— David Keller, Bad Ass Hat Co
The Takeaway
Bad Ass Hat Co's growth didn't start with ad spend—it started with understanding. Brand DNA insights turned into emotionally resonant campaigns; profit-first thinking turned spend into sustainable margin; and a strategic, full-funnel partnership turned early traction into a real, scalable growth engine. This is what Conversion Engine builds for every brand we work with.
