META AD CREATIVE CASE STUDY
How a creative testing system and new ad formats cut CPA by 58% and grew new customer orders by 50% in 4 months.
58%
Reduction in CPA in 4 Months.
50%
Increase in new customer orders.
INDUSTRY
Protein snacks
WHAT WE MADE
UGC, podcast-style, founder-led, statics
TIMELINE
4 months
PLATFORM
Meta
BEFORE
Meta’s algorithm had stopped learning. Performance was getting worse week after week: costs were rising, reach was shrinking and there was no clear path forward.
The cause was the creative. There was no consistent flow of distinct ads going into the account, and it leaned heavily on static ads only.
There was also no creative testing system. Nothing was tested in a structured way, so there was no way to know which ads were working or why, and nothing new for Meta to learn from.
AFTER
We installed our creative testing system and fixed the real constraint: distinct creative. Every ad was built on a market-tested angle and matched to a stage of the buyer journey.
01
Installed a testing system
The WINMAP Method: one variable per test, so every result explains itself and every winner becomes the brief for the next batch.
02
Taste tests that disarmed sceptics
Real people trying the bar on camera. Honest reactions answer the “protein bars taste like chalk” objection before it’s raised.
03
Podcast-style and founder-led ads
Podcast-style ads that educated on ingredients, and founder-led storytelling that shared the mission behind the brand.
Each new format reached a different audience pocket, and together they opened up lower-CPA pathways the static-only account couldn’t find.
THE CREATIVE
3 of our creatives are among All Real Nutrition’s all-time top spenders. One has been the account’s top spender for 9+ months.
RESULTS
Lower CPA in 4 months
New customers
Lower NCAC
CTR vs previous creatives
MONTHS AS TOP SPENDER
3 of our creatives are among All Real Nutrition’s all-time top spenders, and one has been the account’s top spender for over 9 months. Meta keeps putting budget behind ads that keep converting.
NCAC is new customer acquisition cost: what you pay to win a first-time buyer. CPA is cost per acquisition.
IN THEIR WORDS
MORE RESULTS
We’ll find what’s holding your ads back and show you what we’d test first.