CASE STUDY
導入事例
Beauty / SkincareRakuten Ichiba2 months engaged
How a premium skincare brand cut new-customer CPA −44% on Rakuten Ichiba.
In the first month of engagement, more than tripled monthly new-customer acquisition on Rakuten Ichiba while cutting store-wide new-customer CPA by 44% — proof our ad operations playbook ships fast.
Headline results
Monthly new customers3.3×
- Before
- 3,302
- After
- 10,801
New-customer CPA-44%
- Before
- ¥1.8K
- After
- ¥1.0K
Ad-attributed revenue1.6×
- Before
- ¥29.2M
- After
- ¥46.7M
The challenge
Baseline (Feb 2026): new-customer CPA at ¥1,805, only 3,302 new customers/mo. RPP keyword portfolio was generic; ad budget skewed to retargeting rather than acquisition.
What we did
- Rebuilt RPP keyword portfolio with new-customer-targeting overlay
- Deployed CPC bid model based on customer LTV cohorts
- Replaced generic creative with category-specific landing variants
- Shifted 40% of budget into newly-discovered high-CVR keyword clusters
The numbers
Before / After — New-customer CPA
Feb 2026 (pre-engagement)¥1,805
-44%reduction
Mar 2026 (engagement month 1)¥1,016
-44%reduction
Show data table
| Period | New-customer CPA |
|---|---|
| Feb 2026 (pre-engagement) | ¥1,805 |
| Mar 2026 (engagement month 1) | ¥1,016 |
New customer acquisition trend
Show data table
| Month | Monthly new customers | |
|---|---|---|
| Jan 2025 | 5,475 | |
| Feb 2025 | 5,208 | |
| Mar 2025 | 7,309 | |
| Apr 2025 | 4,190 | |
| May 2025 | 4,536 | |
| Jun 2025 | 9,336 | |
| Jul 2025 | 5,507 | |
| Aug 2025 | 5,498 | |
| Sep 2025 | 12,034 | |
| Oct 2025 | 4,931 | |
| Nov 2025 | 5,536 | |
| Dec 2025 | 7,419 | |
| Jan 2026 | 5,377 | |
| Feb 2026 | 3,302 | |
| Mar 2026 | 10,801 | ← Engagement started |
| Apr 2026 | 5,685 |
New-customer CPA trend
↓ -23% post-engagement
Show data table
| Month | New-customer CPA | |
|---|---|---|
| Jan 2025 | ¥1,351 | |
| Feb 2025 | ¥1,326 | |
| Mar 2025 | ¥1,155 | |
| Apr 2025 | ¥1,395 | |
| May 2025 | ¥2,106 | |
| Jun 2025 | ¥1,157 | |
| Jul 2025 | ¥1,580 | |
| Aug 2025 | ¥1,791 | |
| Sep 2025 | ¥1,132 | |
| Oct 2025 | ¥2,057 | |
| Nov 2025 | ¥2,080 | |
| Dec 2025 | ¥1,785 | |
| Jan 2026 | ¥1,515 | |
| Feb 2026 | ¥1,805 | |
| Mar 2026 | ¥1,016 | ← Engagement started |
| Apr 2026 | ¥1,434 |
Engagement details
- Engagement started
- 2026-03
- Engagement length
- 2 months engaged
- Channels run
- Rakuten Ichiba
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