4.1×
Blended ROAS, 90 days
3.2×
Ad spend scaled, same CPA
-41%
Cost per new customer
18%
New-customer share
The challenge
The brand came to us spending $60k a month on Meta with a blended ROAS of 1.6×. One creative carried almost all conversions, frequency had climbed past 6, and every attempt to scale budget pushed CPA up within days.
The team had been optimising for purchases while ignoring new-customer share, so a large slice of "conversions" were returning buyers being re-billed to the same audience at full acquisition prices.
The team had been optimising for purchases while ignoring new-customer share, so a large slice of "conversions" were returning buyers being re-billed to the same audience at full acquisition prices.
What we did
We split prospecting and retention at the campaign level, capped frequency on the core audience, and moved the top creative into a structured testing matrix — 24 new assets a month across hooks, angles and formats.
On the measurement side we wired the Conversions API, added new-customer value as the optimisation event, and built a profit dashboard that showed contribution margin per campaign instead of platform-reported ROAS.
On the measurement side we wired the Conversions API, added new-customer value as the optimisation event, and built a profit dashboard that showed contribution margin per campaign instead of platform-reported ROAS.
“They found the money we were burning on repeat buyers and put it into prospecting that actually converts. The weekly notes alone are worth the retainer.
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