How we leveraged AI paired with Creative Strategy to decrease V1CE’s Cost per purchase by 55%

Understanding COGS & KPIs

We worked with the client to analyze their COGS and establish the right KPIs needed for profitable growth. By diving into the business's back end, we identified their 'Hero Product' and required profit margins. We then tested various offers and creative angles until we found the most resonant and profitable option to put ad spend behind at scale.

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Account Restructure

This particular account had over 25+ live campaigns built up of bid caps, ABO, cost caps, retargeting, and more. On a surface level, you could be tricked into believing that this was a fair attempt at growth using the tools available - but what we saw was an algorithm so limited by audience overlap, budget restraints, unrealistic cost/bid caps, and minuscule-sized retargeting audiences that it had 0 chance at optimising on the data it was receiving, and little to no room to maneuver. Resulting in high visibility costs, leading to high cost per purchase and unprofitable ads.

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Creative Revamp

We deep-dived into their existing creative, what was working, what wasn't, and why. Their ads were very one-dimensional. They were converting outside of our newly found KPIs, with plenty of room to increase performance.

We then analyzed competitor ads, went through ideal customer pain points, and product reviews of their own and of similar companies within the market. Collated all of this new data and mood-boarded a direction to please META’s AI, expand the brand's reach, and resonate deeper with the people they were trying to sell to. After identifying a budget the client could commit to for this creative re-vamp, We outsourced 2 external partners to help bring the vision to life. Click here to view the end results.