At-home health testing subscription

Scaling Meta Ads While Increasing Spend Efficiency

Restructured targeting and consolidated onto winning creative to cut CPC 26% while scaling spend 260%.

Product: At-home health testing subscription
Model: Annual subscription at $180/yr
Timeframe: 8 months

Results

+260%

Ad spend scaled

+26%

CPC efficiency

+260% ad spend at a 26% better cost per click

The situation

Clicks cost too much for the paid engine to pay for itself, so the account had been held small. Spend could not go up without LTV:CAC going down.

Clicks cost too much to feed the growth engine

What we did

- Consolidated fragmented targeting into a few broad ad sets
  - Budget was split across enough audiences that no single ad set gathered the conversion volume Meta needs to optimize against
  - Fewer and broader lets the algorithm find the buyer rather than being told where to look
- Moved budget onto the winning creative and kept iterating on it
  - Creative carries the targeting now: a different message per ICP is the signal the algorithm acts on
  - The territories were built on value props users had voted for, not on what the team wanted to say
- Scaled in steps, reading cost per link click at every one
  - Spend tripled by month two, came back down through the spring, then ran at three to five times the starting level from month six on
  - Cost per link click fell from $1.60 to $0.85 at its cheapest, and held at $1.20 with spend near its peak

Restructured a fragmented targeting strategy

Consolidated onto the winning creative and iterated on it

Scaling spend usually costs you efficiency. Here it went the other way: a cleaner targeting structure and relentless consolidation onto the creative that worked let spend grow 260% while CPC actually improved.

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