D2C / consumer
Rebuilding paid social after creative fatigue
A growing catalogue brand was scaling Meta spend on three aged winners. We rebuilt the testing system, events, and landing path so new creative could earn budget.
Anonymised D2C skincare brand
The constraint
CPA had drifted for a quarter. The account still had spend, but almost all of it sat on three video ads that no longer held attention. Events fired on every button, so the optimiser could not tell a subscriber from a buyer.
What we changed
- Reduced conversion events to purchase and a high-intent lead
- Split prospecting tests from scaling winners
- Wrote eight offer angles from reviews and support tickets, not from the homepage headline
- Matched landing sections to the winning angles instead of one generic PDP
What moved
Weekly
Creative tests shipped
A documented test calendar replaced ad-hoc uploads
Cleaned
Event quality
Purchase and qualified lead only — no click spam
7 days
Decision cadence
Budget moved with a written hypothesis, not gut feel
Results describe this engagement’s operating changes. They are not a promise of identical outcomes for every brand or market.
Related services
- Meta AdsCreative is the targeting. We design tests so you learn which message earns attention before you scale spend.
- Performance MarketingPaid media as a system: audience, offer, creative, landing experience, and attribution working as one plan.
- WhatsApp MarketingWhatsApp as a service channel with permission — from ad or site click to a useful conversation.