A service-based business selling a high-value, niche product was stuck with prohibitively high acquisition costs and signs of creative fatigue. Through full-funnel optimization and audience diversification, we drove costs down and returns up without increasing ad spend.
The challenge
Client B, a service-based business offering a high-value, niche product, struggled with prohibitively high Cost Per Purchase, ranging from $100 to over $140. Their Cost Per Click was also elevated, suggesting creative fatigue in core audience segments and a difficult path to a profitable Customer Acquisition Cost.
Audience refresh and expansion
We introduced new lookalike audiences based on recent high-value purchasers and used broad targeting with demographic constraints to tap fresh pools of potential customers. This brought down the average Cost Per Click.
Conversion rate optimization
Recognizing the high cost of traffic, we ran a deep audit of the post-click experience. We optimized landing page load times, streamlined the checkout flow, and introduced clearer value propositions, which lifted the Purchase ROAS of key ads without lowering ad spend.
Offer restructure
We tested new introductory, lower-cost offers within the ad creative itself, generating leads at a lower initial cost to nurture through email marketing. This lowered the blended acquisition cost over time.
The results
We reduced Cost Per Purchase on the highest-volume ad from $149.53 to $103.64 through targeting and CRO improvements. We achieved a maximum Purchase ROAS of 25.88x in a high-intent retargeting audience, and drove one key ad from 11.86x to 16.52x ROAS.
