NGRAVE

NGRAVE needed to acquire hardware wallet buyers efficiently across European crypto markets. This would allow it to compete against established players like Ledger and Trezor with stronger brand recognition and larger marketing budgets.

Three obstacles defined what that required:

• Platform restrictions: Google and Meta limit crypto product advertising across European markets, restricting access to standard hardware wallet acquisition channels.
• Premium price point: NGRAVE's ZERO commands a premium price versus competing hardware wallets. Reaching buyers willing to pay for EAL7-grade security required precise audience targeting beyond broad crypto interest segments.
• Purchase cycle length: Hardware wallet buyers research extensively before committing. Moving prospects from awareness to purchase required sequential messaging across multiple touchpoints.

Standard paid acquisition was unavailable. Google and Meta restrict crypto hardware advertising across NGRAVE's European markets. NGRAVE needed a network with verified crypto-native audiences and the inventory to reach security-conscious holders across research and transaction touchpoints simultaneously.

Blockchain-Ads provided the targeting infrastructure and channel mix to reach high-intent hardware wallet buyers at every stage of the purchase journey through four capabilities:

• Crypto holder and DeFi user targeting: Campaigns reached verified crypto holders and DeFi-active wallets with demonstrated self-custody interest and significant assets under management.
• Hardware wallet segment access: The platform identified users actively researching hardware wallet solutions, capturing prospects at peak purchase intent.
• Multi-format inventory: Display, native, and in-app wallet placements covered editorial research environments and active asset management touchpoints across Europe.
• CPA-based optimisation: Campaigns optimised toward completed wallet purchases from day one.

• Wallet purchases: 1,167 at $132 CPA
• ROAS: 3.0x return on $154,084 spend, inclusive of GRAPHENE accessory sales
• Impressions: 6M+ delivered across European crypto and finance inventory
• CTR: 1.71% blended across both phases
• CPC: $1.50 blended across both phases
• Conversion rate: 3.96% from site visit to completed purchase

The Hardware Wallets segment saw 2.3x higher conversion rates and greater average order values than broad crypto holder targeting. In-app wallet placements drove 28% of conversions with just 15% of the budget, reflecting strong intent among active asset managers. Retargeting reduced the average time-to-purchase from 12 days to 6 for re-engaged users. NGRAVE surpassed its goal of 1,000 wallet purchases, achieving 1,167 purchases, €464,466 in sales, and a $132 CPA in a 60-day European campaign.

The objective was to establish baseline purchase performance across European crypto audiences. Budget allocated across display (55%), native (30%), and in-app wallet inventory (15%).

All three creative angles launched simultaneously:

• EAL7 certification and ultimate security positioning.
• Air-gapped technology and QR-code transaction mechanics.
• Direct competitor comparison against Ledger and Trezor.

Early data showed all three angles performing strongly across their respective segments. In-app wallet placements generated a disproportionate share of conversions relative to their budget allocation, indicating high purchase intent among active asset managers. Retargeting tags captured users who visited the product page without completing purchase.

Retargeting campaigns activated against Phase 1 non-converters using sequential security messaging and comparison content. The Hardware Wallets audience segment demonstrated notably higher conversion rates and average order values than broad crypto holder targeting, prompting a budget shift toward this segment. 

All three creative angles were retained given their consistent performance. In-app wallet inventory received increased allocation based on its Phase 1 efficiency. The campaign closed with 1,167 verified wallet purchases at $132 CPA and 3.0x ROAS inclusive of GRAPHENE accessory sales across the European cohort.