A Romanian orthopaedic brand running $211,000 through Meta across two years. I ran paid and email here inside the agency of record. The promo calendar drove volume and halved efficiency every time it ran.
A Romanian orthopaedic brand running $211,000 through Meta across two years. I ran paid and email here inside the agency of record. The promo calendar drove volume and halved efficiency every time it ran.
The Situation Before
2.0x
Blended ROAS
$30
Cost per Acquisition
$60
Average Order Value
Promo Traffic Lost Money
Black Friday returned 2.12 in 2024 and 1.82 in 2025 across thirteen campaigns. Evergreen prospecting was running at nearly double that all year round.
Retargeting Broke on Promo
Black Friday retargeting in 2025 returned $0.60 for every dollar spent. Nine purchases from $637, against $14 per purchase on evergreen.
Bid Migration Cost Efficiency
Every campaign moved from target CPA to target ROAS in March 2026 came in below its predecessor. Prospecting fell from 3.14 to 2.90, remarketing from 2.97 to 2.53.
Two Campaigns Held It Up
The cervical pillow video and the Advantage+ campaign carried 40% of account spend between them. Everything else ran below a third of that volume.
Promo Traffic Lost Money
Black Friday returned 2.12 in 2024 and 1.82 in 2025 across thirteen campaigns. Evergreen prospecting was running at nearly double that all year round.
Bid Migration Cost Efficiency
Every campaign moved from target CPA to target ROAS in March 2026 came in below its predecessor. Prospecting fell from 3.14 to 2.90, remarketing from 2.97 to 2.53.
Retargeting Broke on Promo
Black Friday retargeting in 2025 returned $0.60 for every dollar spent. Nine purchases from $637, against $14 per purchase on evergreen.
Two Campaigns Held It Up
The cervical pillow video and the Advantage+ campaign carried 40% of account spend between them. Everything else ran below a third of that volume.
The Diagnostic
Before writing a single ad or building a single flow, we ran a full revenue leak audit across the ad account, email platform, and funnel.
Promo Dependency
Seasonal cold traffic burned budget at half the efficiency evergreen delivered every month of the year.
Promo Dependency
Seasonal cold traffic burned budget at half the efficiency evergreen delivered every month of the year.
Revenue Process
We've Built
The exact systems we put in place across ads, funnel, and email to fix the leaks.
Condition-Led Video
Built cold creative around named conditions instead of products. The cervical pillow video became the account workhorse: $40,668 spend, 5.47 return, 4,020 purchases at $10 each.
Dynamic Catalog Stack
Rebuilt prospecting and retargeting on dynamic catalog delivery. Advantage+ audiences and Own Audience held 4.2 to 5.2 at costs per purchase between $11 and $14.
Promo Budget Reallocation
Cut cold Black Friday prospecting after the 2025 result and moved seasonal budget into evergreen condition campaigns running at nearly double the return.
The Build
We've Built
The exact systems we put in place across ads, funnel, and email to fix the leaks.
Condition-Led Video
Built cold creative around named conditions instead of products. The cervical pillow video became the account workhorse: $40,668 spend, 5.47 return, 4,020 purchases at $10 each.
Dynamic Catalog Stack
Rebuilt prospecting and retargeting on dynamic catalog delivery. Advantage+ audiences and Own Audience held 4.2 to 5.2 at costs per purchase between $11 and $14.
Promo Budget Reallocation
Cut cold Black Friday prospecting after the 2025 result and moved seasonal budget into evergreen condition campaigns running at nearly double the return.
What Didn't Work
Black Friday cold prospecting failed two years running and we kept funding it. The 2024 set spent $10,444 across eight campaigns and returned $22,172, a 2.12 blended figure against an evergreen baseline near four. The 2025 rebuild was worse at 1.82. The lesson took too long to land: for a considered medical purchase, discount-led cold traffic brings people comparing prices, not people in pain.
Moving prospecting and remarketing from target CPA to target ROAS in March 2026 cost efficiency in both. Prospecting dropped from 3.14 to 2.90 and dynamic remarketing from 2.97 to 2.53 on $9,384 of combined spend. We ran the migration without a holdout, so it took a full quarter to see clearly what had happened.
Black Friday cold prospecting failed two years running and we kept funding it. The 2024 set spent $10,444 across eight campaigns and returned $22,172, a 2.12 blended figure against an evergreen baseline near four. The 2025 rebuild was worse at 1.82. The lesson took too long to land: for a considered medical purchase, discount-led cold traffic brings people comparing prices, not people in pain.
Moving prospecting and remarketing from target CPA to target ROAS in March 2026 cost efficiency in both. Prospecting dropped from 3.14 to 2.90 and dynamic remarketing from 2.97 to 2.53 on $9,384 of combined spend. We ran the migration without a holdout, so it took a full quarter to see clearly what had happened.
The Results
3.8x
Blended ROAS
$14
Cost per Acquisition
$56
Average Order Value
Paid Finally Worked Year-Round
An always-on creative system replaced a Q4-only strategy. DTC revenue in January and February matched prior Q4 monthly averages for the first time.
AOV Jumped 62%
Bundle-first paid creative moved average order value from $29 to $47. The duo replaced the single bottle as the default first purchase.
Subscription Rate Climbed
Dedicated subscription cold campaign pushed subscriber rate from 22% to 34% of DTC customers. Post-purchase refill sequence contributed the most conversions.
ROAS More Than Doubled
Blended ROAS moved from 1.4x to 3.6x. Creative testing framework found three angles that scaled independently of organic virality.
Paid Finally Worked Year-Round
An always-on creative system replaced a Q4-only strategy. DTC revenue in January and February matched prior Q4 monthly averages for the first time.
Subscription Rate Climbed
Dedicated subscription cold campaign pushed subscriber rate from 22% to 34% of DTC customers. Post-purchase refill sequence contributed the most conversions.
AOV Jumped 62%
Bundle-first paid creative moved average order value from $29 to $47. The duo replaced the single bottle as the default first purchase.
ROAS More Than Doubled
Blended ROAS moved from 1.4x to 3.6x. Creative testing framework found three angles that scaled independently of organic virality.