How Coat Defense Added $699,786 in Monthly Revenue and Scaled to Nearly $1M/Month

About the brand

Coat Defense is a pioneering brand in the equine and pet care market, offering natural, chemical-free solutions that support skin and coat health without irritation. Founded by Vince and Sandy Polentes, the brand has built its reputation on safety, transparency, and proven results.

From powders and pastes to shampoos, Coat Defense provides effective treatments for common conditions like rain rot, fungus, scratches, and general skin wellness, all without the harsh ingredients found in traditional products.

With a loyal following of horse and pet owners, Coat Defense continues to set the standard for safe, effective, and trustworthy animal care.

The Problem

After strong early success, Coat Defense saw sales and profitability collapse between 2020 and 2022.

• Multiple agencies cycled through, but none delivered the strategic direction needed for sustainable growth.
• Ad creatives were generic and poorly targeted, failing to resonate with the niche audience of horse and pet owners.
• Meta ads were shut down entirely in 2023 after struggling to profitably acquire new customers.

With revenue falling and marketing costs rising, Coat Defense needed more than another agency. They needed a partner who understood their niche audience and could build a scalable growth system.

The Solution

We built a multi-channel growth strategy designed specifically for Coat Defense's niche audience and products:

1. Authentic, audience-specific creatives
Instead of generic ads, we created problem-solving UGC-style content tailored to horse and dog owners, addressing seasonal skin issues and real challenges. The authentic, story-driven approach resonated with skeptical consumers in this tight-knit community.

2. Seasonal messaging and product positioning
We connected Coat Defense's seasonal advantages with real-time customer pain points, highlighting the most effective solutions for each need. This created urgency and significantly boosted ad performance.

3. Daily campaign optimization
Unlike previous agencies that optimized weekly, we monitored and adjusted campaigns every day. This hands-on approach eliminated wasted spend and dramatically improved performance.

4. Email and SMS rebuild
We rebuilt all flows and took over newsletter management. Within weeks, owned channels were driving 30% of total revenue, creating a stable profit center to support paid acquisition.

5. Conversion rate optimization
Through rigorous A/B testing on high-traffic pages, we increased conversion rate by 34% and average order value by 12%, maximizing the return from every visitor.

We created more than 1,000 ad creatives for Coat Defense. Here are a few of the top performers:

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https://vimeo.com/1129094581
https://vimeo.com/1129094609
https://vimeo.com/1129094548
https://vimeo.com/1129094521
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The Results

Successfully scaled to nearly $1,000,000/month in revenue

• Increased PPC ROI on both Google and Meta
• Increased Email marketing sales to 30% of total revenue
• 34% higher conversion rate and 12% increase in AOV through A/B testing
• Outperformed traditional creatives with authentic, problem-solving ad content

This success proves that even hyper-niche products can scale when you speak to the right audience with the right message.

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[video-grid]
https://vimeo.com/1129094581
https://vimeo.com/1129094609
https://vimeo.com/1129094548
https://vimeo.com/1129094521
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The Results

We scaled Coat Defense to nearly $1M/month in revenue, adding $699,786 in monthly DTC sales

• Improved PPC ROI on both Meta and Google while maintaining strict ROAS targets.
• Grew email and SMS to 30% of total revenue, creating a stable profit center to support paid acquisition.
• Increased conversion rate by 34% and AOV by 12% through continuous A/B testing.
• Achieved profitability from week one with authentic, UGC-style creatives that resonated with horse and pet owners.

After multiple agencies failed and Meta ads were shut down entirely, we proved that even hyper-niche products can scale profitably when you build strategy around deep audience understanding and relentless testing.