Introduction

For Wellness, a health and wellness subscription brand specializing in coffee creamer replacements, faced significant challenges with high Customer Acquisition Costs (CAC) due to ineffective creative strategies and suboptimal ad testing methodologies.

The Challenge

For Wellness struggled with escalating CPAs, primarily due to the inefficient management of their advertising account. The core issues included:

Inadequate Creative Testing: The previous agency employed a hit-or-miss strategy, dropping various creative ideas into a large scaling campaign with cost caps, which limited expenditure to scenarios likely to convert. This approach led to many potential winning creatives being overlooked because they were not given a fair chance to perform.
Limited Creative Volume: There was a lack of sufficient creative testing, which meant not enough variety or quantity of ads were being evaluated.
Overreliance on Automatic Retargeting: The brand relied heavily on automatic, A+SC retargeting without exploring customized retargeting campaigns that might better meet their specific needs.

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The Solution

We developed a flexible ad strategy to maximize performance through targeted audience testing, creative refinement, and precise retargeting. By setting up specialized campaigns, we ensured effective scaling, better audience reach, and a structured approach to find top-performing creatives.

Our Strategy:

Horizontal Scaling Structure

We set up four main campaigns, each with a specific purpose—scaling conversions, creative testing, custom retargeting, and audience expansion—using a horizontal scaling method to spread the budget across multiple ad sets rather than one high-spending campaign.

Enhanced Audience Testing

We tested 10 distinct audiences within our audience campaign. Each targeting a unique customer segment, using purchased data from credit card companies and lookalike audiences.

Enhanced Creative Testing

By adjusting the budget at the ad set level, we controlled spending on various creative concepts. This let us test each idea thoroughly and quickly scale the top performers.

Increased Creative Volume

We significantly increased the number of creatives tested. This helped us quickly spot high-performing ads and prevent creative exhaustion.

Customer Retargeting

To capture missed opportunities, we launched a targeted retargeting campaign. This reached customers who had recently cancelled their subscription, or purchased and never subscribed.

The Outcome

The strategic overhaul of For Wellness's advertising efforts yielded impressive results within six months, highlighted by a 40% decrease in CAC, and a 6 figure increase in ad spend. This reduction underscores the effectiveness of the new creative strategies and campaign structures, demonstrating a more efficient use of the advertising budget and the impact of tailored creative testing and strategic campaign management on profitability and sustainable growth.

Six Figure

INCREASE IN
AD SPEND

40%

DECREASE IN CAC

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Testimonials

What Our Clients Say

"Working with Nomad has been incredible. They always go above and beyond and deliver really great creative. The only thing I worry about is keeping my inventory filled. Huge breath of fresh air!"

Sade

Founder, The Grip Comb

Introduction

The Challenge

The Solution