Total store revenue · Shopify
From 1.1× to 3.6× ROAS in 12 weeks.
Total store revenue · Shopify
A magnesium-based sleep supplement with loyal repeat buyers, but Meta stuck at 1.1× because the same two ads had run untouched for months.
Great product, tired creative.
The formula converted and subscription retention was strong, but the account leaned on two founder-talking-head videos that had been live since launch. CPMs climbed as fatigue set in and new-customer cost crept past payback.
People who tried it stayed for months. The problem was never the product — it was that our ads had gone stale and I didn't have a system to feed new ones.
What we built in 12 weeks.
From 1.1× to 3.6× in 12 weeks.
First fresh UGC angle beat the old control in week 2. By week 12 a rotating library of winners kept CAC low as budget scaled.
"We went from two burnt-out ads to a system that always has the next winner queued. CAC dropped and sleep-score testimonials now sell the product for us."
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