We helped Hardworking Gentleman scale profitably through Meta and Google Ads by leading with a high-converting subscription offer and backing it with creative built to convert. Our deep understanding of customer LTV allowed us to acquire aggressively while maintaining strong ROAS.
Hardworking Gentleman is a clean men’s grooming brand crafted for the guy who values simplicity, quality, and results. Based in California, their brand speaks to those who live active lifestyles and care about what they put on their skin — without needing dozens of products to do it.
While their customer base was loyal, growth through paid ads was limited. That’s when they partnered with Media Jet to unlock their DTC potential. Our objective: launch a full-funnel paid acquisition strategy, build a frictionless subscription flow, and create a conversion-optimized landing page that made the offer irresistible.
The result? A well-oiled customer acquisition system that turned cold clicks into high-LTV subscribers.
Our success with Hardworking Gentleman came from aligning three pillars: performance creative, offer architecture, and conversion flow. Here's how we made it work:
We knew right away that the key to scale was not just getting someone to buy once — but to subscribe and stay. So we built a funnel specifically around that outcome:
Introductory Offer Strategy: The front-end deal was designed to create urgency and excitement — a first-time bundle at a discounted rate, exclusive to new customers.
Clear Subscription Benefits: We highlighted savings, auto-refill convenience, and flexibility across touchpoints (landing page, PDP, ads, emails) to reduce friction in the sign-up.
Strong Email Sequences: Welcome and post-purchase flows educated users on how to use the product, why it works, and how to build it into their routine — increasing retention and reducing churn.
Because we understood Hardworking Gentleman’s LTV by cohort, we were able to push paid acquisition more aggressively, knowing that revenue would compound with each recurring order.
To make the funnel perform, we didn’t rely on a standard PDP — we built a purpose-built landing page designed to increase conversions and subscription sign-ups.
Conversion-Focused Structure: Above-the-fold offer clarity, bundle value breakdowns, and prominent “subscribe & save” CTAs.
Trust-Building Design: Real customer testimonials, ingredients transparency, and rugged-yet-minimal branding that reflected the product’s identity.
Mobile-First UX: Fast-loading, scrollable, and clean — designed for the way users actually shop on Meta and Google.
The landing page served as the high-converting hub that aligned offer, message, and creative — a critical piece in scaling the campaign’s ROAS.
In a category crowded with overly-polished or overly-edgy branding, we found the sweet spot — creating ad assets that performed and felt on-brand:
Founder + UGC-Style Content: Authenticity from real usage and the team behind the brand
Feature-Focused Text Overlays: "Zero residue,” “Lasts all day,” “Natural hold" — quick to scan, high on value
Lifestyle B-Roll: Visual storytelling showing the product in real routines — gym bags, bathroom counters, work trips
This creative mix not only caught attention but also built trust and educated in seconds — key to driving subscriptions from cold traffic.
Meta Ads:
• TOF: Clean product-focused videos and carousels driving to the offer landing page
• BOF: Retargeting sequences that reminded visitors what made HWG different, with a final push toward subscription
Google Ads:
• Search: Captured high-intent keywords like “natural men’s hair clay,” “clean grooming for men,” etc.
• Shopping: Optimized feeds that pointed directly to bundles and offers
• Branded: Defended HWG’s name and ensured conversion-focused paths for existing demand
With the funnel fully aligned — ad, offer, creative, landing page — performance followed. ROAS consistently held between 2–3x even with aggressive acquisition budgets.
✅ A subscription-based DTC funnel that scaled profitably
✅ Strong ROAS from cold to conversion
✅ Landing page increased AOV and conversion rates
✅ Creative system aligned with brand voice and performance goals
✅ Confident budget scaling thanks to deep understanding of LTV and retention
.png)
