Overview
A fast-growing D2C wellness brand selling natural supplements came to us after growth stalled. Acquisition costs were climbing, revenue had plateaued, and performance swung week to week across Meta and Google Ads. The spend was scaling, but the margin was not.
The mandate was to rebuild the acquisition engine so the brand could grow profitably: a clearer funnel, sharper creative and a measurement layer that showed which rupee actually produced a paying customer.
The challenge
Acquisition costs running away with the budget
There was no structured split between cold, warm and hot traffic, and almost all the budget went to cold audiences with little retargeting. Every sale was paid for at full price.
Creative that sold the product, not the outcome
Ads were product-centric and rarely spoke to the transformation buyers wanted, and there was no systematic framework for testing new hooks and angles.
Landing pages that lost the click
Pages loaded slowly on mobile and carried little social proof or credibility, so hard-won traffic bounced before it reached checkout.
No full-funnel visibility
GA4 and Google Tag Manager were not configured correctly, so there was no clear view of which campaigns, creatives or audiences were actually profitable.
No retention or LTV strategy
There were no structured email or SMS flows and no abandoned-cart journey, so the brand paid to acquire customers and then let them go quiet.
Our approach
Before touching the ad account, we ran a Design Thinking diagnostic alongside the data to find where spend was leaking and why.
- 1
Empathise
read customer reviews, support chats and survey data to learn what people were really buying, better energy, digestion and less stress.
- 2
Define
mapped the friction across the ad, landing page and checkout path.
- 3
Ideate
developed new creative angles, funnel structures and landing-page layouts around those outcomes.
- 4
Prototype
built 12 new ad-creative variations and two optimised landing-page versions.
- 5
Test
ran structured A/B tests to validate hooks, offers and funnel performance against profit, not clicks.
What we did
Rebuilt the funnel by intent. Campaigns were restructured into cold, warm and hot stages with proper retargeting, so budget followed the audiences most likely to buy instead of paying full price for every sale.
Ran creative as a system. Outcome-led hooks replaced product-first ads, and a repeatable testing engine kept fresh winners in rotation, which brought cost per click down by 41%.
Fixed the landing experience. We rebuilt the key pages for mobile speed and added the social proof and credibility signals buyers look for, lifting landing-page conversion from 1.9% to 4.6%.
Closed the loop on measurement and retention. GA4 and Google Tag Manager were rebuilt for clean attribution, and Klaviyo email and SMS flows, including an abandoned-cart journey, brought customers back. Together the work cut CPL by 63% and grew revenue 2.4x.
The impact
- Profitable scaling of ad spend without sacrificing ROAS.
- Less reliance on heavy discounting to drive sales.
- Clear attribution for every rupee spent on acquisition.
- Higher lifetime value through better retention and repeat purchases.
- A repeatable creative and funnel system that keeps improving.
“Customers were not just buying supplements. They were buying outcomes: better energy, improved digestion, less stress and a more confident lifestyle.”