An AI-run paid program, synced across the whole funnel
39DollarGlasses sells prescription eyewear direct to consumers in one of the most competitive categories online. We run their paid media as a single AI-led program, with one first-party audience kept in sync across search, social, programmatic display, and Connected TV.
- Services
-
Strategy, Analytics, Paid Media, and Marketing: Paid Search, Paid Social, Programmatic Display, CTV and Online Video, Retargeting, GA4, and CRM / First-Party Data Onboarding
- Industry
-
eCommerce and Fashion
The partnership
We have run paid media for 39DollarGlasses for years. The category is crowded, the margins are real, and most shoppers compare frames before they buy. So we stopped managing each channel as its own campaign and rebuilt the account as one system: AI that adjusts bids and budgets in near real time, and a first-party audience that follows the customer across the whole funnel and into repeat purchase.
How the program runs
AI handles the optimization. Our team owns the strategy.
Our proprietary AI has managed bid and budget decisions in paid media since 2013. On this account it reads live auction behavior and adjusts as often as every thirty minutes, across every channel at once. That keeps our specialists on the work a model cannot do: defining what a valuable customer is worth, directing the creative, and deciding where the next dollar should go.
One first-party audience, kept in sync everywhere.
The program runs on 39DollarGlasses’ own data, not third-party cookies. We onboard CRM and purchase data into each platform, then keep those audiences matched across Google, Meta, programmatic display, and CTV. Someone who browses frames on the site is recognized on the next screen they pick up, and suppressed from prospecting the moment they buy. The same audience definition feeds prospecting, retargeting, and lookalike expansion, so the channels reinforce each other instead of bidding against each other for the same person.
A program built for the full funnel.
Most eyewear shoppers weigh their options before they commit, so the program meets them at every stage. Programmatic display, Connected TV, and online video build awareness against in-market and lookalike audiences. Paid search and paid social capture intent as it forms. Retargeting with dynamic creative brings browsers back to the exact frames they viewed. One measurement framework sits under all of it, so we can see which upper-funnel exposure drove a lower-funnel sale rather than crediting the last click.
We’ve been able to track new customers throughout the entire funnel and see an attributed ROI that has significant scale
CEO, 39dollarglasses
By the numbers
-
ROAS up 400%. After we took over a mature paid program and rebuilt it as one AI-run system, return on ad spend rose 400% within six months.
-
New Customer Acquisition up by 48%. By using CRM data, we’re able to bifurcate retention campaigns from acquisition campaigns to bid and budget independently. This helped us grow new customers by nearly 50% year over year.
-
Paid reach nearly doubled. Reach across paid channels grew close to double year over year, with sales and revenue attributed to the channels that earned them.