Lunar Solar Group is a globally recognized growth consultancy, technology studio, and full-service digital marketing agency, dedicated to driving transformational growth for bold, disruptive brands. Lunar’s team breaks through growth barriers by combining proprietary technology, innovative strategies, and seamless channel execution. From helping startups find product-market fit to reigniting legacy brands’ growth through digital transformation, Lunar partners with businesses at every stage of growth. Since launching in 2018, Lunar has driven transformational growth for 5,000+ brands and 300+ agency partners while helping raise over $30M of funding for the next generation of marketing tech companies like KnoCommerce and Stay AI.

As a heavy hitter in the digital marketing space, Lunar prides itself on offering clients the most cutting-edge and cost-efficient advertising services available. Yet, recent spikes in advertising costs on Meta made it difficult for the agency to deliver its clients the same value they had grown accustomed to receiving from the partnership.

Co-Founder Keith Martin was well aware that he could simply follow his peers’ strategy of leaning into Broad campaigns and Meta’s standard Advantage+ offerings. However, he also made a policy to not allocate 100% of his clients’ Meta budgets to in-platform options alone. Knowing performance from Broad/ASC and Facebook lookalikes was always at the mercy of Meta’s ebb and flow, Keith looked to diversify Lunar's audience targeting efforts to safeguard clients from ballooning acquisition costs.

The two brands Keith had launched the partnership with — a leading lifestyle accessory brand and a renowned phone accessory brand — both operate in highly competitive markets, and burning spend on unproven tools was thus too risky. So, he looked for a data-focused targeting solution that could curtail Meta’s extensive learning process and find high-intent users right out of the gate.

When he heard about Proxima’s ability to build boosted seed audiences from extensive reserves of cross-store first-party data, Keith couldn’t wait to see what it could do for his clients. Even better, Proxima was willing to earn his trust first by starting each account on a free trial.

Not five minutes into his clients’ free trials, the Proxima team had already connected each brand’s account and begun a deep dive into their customer bases. After tapping into its vast Shopper Universe (of 80M+ shoppers and $20B+ in purchases across thousands of eCommerce stores), Proxima generated data-enriched seed audiences of users whose behaviors mimicked both brands’ core shoppers. These behaviors included everything from which ads users engaged with to their average order value (AOV) to the other stores they purchased from. Proxima even built hyper-specific audiences of shoppers who resembled the purchasers of their hero SKUs; no consumer behavior was too granular to inspire a custom audience.

Keith says this meticulous attention to detail has empowered his clients to get ads in front of the right audiences and net new customers much sooner. Thanks to Proxima’s unique first-party dataset and AI prospecting tool, they diversify their media spending to highly tailored and targeted audiences. Where traditional Meta audiences such as Broad, ASC, and LALs struggled to hit their KPIs and scaling goals, this new strategy has proven to be a critical efficiency lever.

And the proof is in the data:

• The phone accessory brand’s AI Audiences drove a 49% reduction in NC-CPA and a 63% lift in NC-ROAS.
• The lifestyle accessory brand’s AI Audiences have consistently outperformed their in-house prospecting campaigns across both CPA and ROAS by 18%. Since AI Audiences are proven to convert at a higher rate, the brand has now given them 20% of their Meta ad spend — boosting the channel’s overall blended performance and efficiency metrics.

In addition to enabling Lunar’s clients to extract more value from their paid social spend, Proxima has supplied the agency with premium partner support from day one. In fact, Keith says the true value driver of the partnership has been Proxima’s willingness to offer free trials and on-demand guidance from its team of marketing veterans. Not only does the Proxima team continue to provide hands-on support, but they’ve also trained up Lunar Solar’s team and armed them with everything they need to iteratively test audiences and adjust courses based on new learnings and algorithmic fluctuations.

Proxima’s collaborative spirit and deep-seated commitment to partner success have helped Keith build goodwill with Lunar’s clients. As he presents Proxima to even more of his brand partners, he can reassure them that their paid ad spend is in good hands.

Proxima has consistently been a top performing component of Keith’s ad strategy, and this efficiency boost enables his clients to reduce their reliance on Meta’s algorithm and diversify their targeting. With Proxima at their side, Lunar’s clients combat swelling CPAs, allocate their Meta budgets more efficiently, and reach incremental high-intent audiences. Plus, they achieve a level of precision in their targeting that they hadn’t thought possible in today’s advertising landscape.

Here’s a snapshot of the results they’ve seen so far:

• 63% lift in NC-ROAS
• 49% reduction in NC-CPA
• 20% of Meta budget allocated to AI Audiences