Thesis. The Quiz Was Doing All the Work. The Retargeting Was Doing Almost None.
Half a million customers found through a quiz funnel that tells you exactly what each person wants. That data should drive every retargeting ad. It was not driving any of them.
Half a million customers found through a quiz funnel that tells you exactly what each person wants. That data should drive every retargeting ad. It was not driving any of them.
The Situation Before
1.8x
Blended ROAS
$64
Cost per Acquisition
$79
Average Order Value
Retargeting Was Generic
Quiz completers who did not buy were retargeted with the same founder story ad every cold audience saw. The quiz told you their goal. The retargeting ignored it entirely.
One Retargeting Audience
All warm traffic was pooled into a single retargeting audience regardless of which formula they were recommended. Focus, clarity, energy and motivation buyers all saw identical creative.
Post-Quiz Gap
A significant percentage of quiz completers did not reach the checkout page. No specific sequence existed to bring them back with their recommended formula as the hook.
Stasis Invisible
Thesis customers taking stimulants were the natural audience for Stasis, their second product. No email or paid cross-sell sequence existed to introduce it to the existing subscriber base.
Retargeting Was Generic
Quiz completers who did not buy were retargeted with the same founder story ad every cold audience saw. The quiz told you their goal. The retargeting ignored it entirely.
Post-Quiz Gap
A significant percentage of quiz completers did not reach the checkout page. No specific sequence existed to bring them back with their recommended formula as the hook.
One Retargeting Audience
All warm traffic was pooled into a single retargeting audience regardless of which formula they were recommended. Focus, clarity, energy and motivation buyers all saw identical creative.
Stasis Invisible
Thesis customers taking stimulants were the natural audience for Stasis, their second product. No email or paid cross-sell sequence existed to introduce it to the existing subscriber base.
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.
Wasted Quiz Data
The quiz captured each visitor's specific cognitive goal. Not one retargeting ad used that data to personalise the message.
Wasted Quiz Data
The quiz captured each visitor's specific cognitive goal. Not one retargeting ad used that data to personalise the message.
Revenue Process
We've Built
The exact systems we put in place across ads, funnel, and email to fix the leaks.
Audit Your Funnel
We start by finding exactly where your revenue is leaking. Every broken step, every underperforming ad, every drop-off point gets identified before we touch a single campaign.
Build The Strategy
Easily submit your design requirements through our private design portal, ensuring a seamless process where your vision is understood, refined, and brought to life with precision and creativity.
Launch & Scale
Campaigns go live, data comes in, and we optimize relentlessly. You get clear reporting, honest communication, and results you can actually see in your revenue.
The Build
We've Built
The exact systems we put in place across ads, funnel, and email to fix the leaks.
Goal-Segmented Retargeting
Split the retargeting pool into six segments mirroring the six quiz outcomes. Each segment saw creative referencing their specific goal: focus, clarity, energy, motivation, confidence, creativity. Same product, six personalised hooks.
Post-Quiz Recovery Sequence
Built a dedicated campaign targeting quiz completers who did not purchase within 48 hours. Ad creative named their recommended formula directly and used social proof specific to that formula's outcome.
Stasis Cross-Sell Campaign
Email and paid sequence targeting active Thesis subscribers with stimulant-adjacent formulas. Led with the problem Stasis solves: the afternoon crash and overstimulation pattern Thesis users already knew well.
What Didn't Work
Segmenting by all six formula goals simultaneously was too complex to optimise early. Budget was too spread across small audience segments and the algorithm could not exit the learning phase. We consolidated into three segments, focus and clarity combined, energy and motivation combined, confidence and creativity combined, and optimised from there before splitting further.
The first Stasis cross-sell email led with product benefits and converted at 0.6%. Existing subscribers did not respond to a new product pitch. We rebuilt the email to open with a question about their current Thesis experience and whether they felt afternoon energy dips. Conversion moved to 2.4% within two weeks.
Segmenting by all six formula goals simultaneously was too complex to optimise early. Budget was too spread across small audience segments and the algorithm could not exit the learning phase. We consolidated into three segments, focus and clarity combined, energy and motivation combined, confidence and creativity combined, and optimised from there before splitting further.
The first Stasis cross-sell email led with product benefits and converted at 0.6%. Existing subscribers did not respond to a new product pitch. We rebuilt the email to open with a question about their current Thesis experience and whether they felt afternoon energy dips. Conversion moved to 2.4% within two weeks.
The Results
4.2x
Blended ROAS
$31
Cost per Acquisition
$112
Average Order Value
Retargeting Was Generic
Quiz completers who did not buy were retargeted with the same founder story ad every cold audience saw. The quiz told you their goal. The retargeting ignored it entirely.
One Retargeting Audience
All warm traffic was pooled into a single retargeting audience regardless of which formula they were recommended. Focus, clarity, energy and motivation buyers all saw identical creative.
Post-Quiz Gap
A significant percentage of quiz completers did not reach the checkout page. No specific sequence existed to bring them back with their recommended formula as the hook.
Stasis Invisible
Thesis customers taking stimulants were the natural audience for Stasis, their second product. No email or paid cross-sell sequence existed to introduce it to the existing subscriber base.
Retargeting ROAS Doubled
Goal-segmented retargeting delivered 2.3x higher ROAS than the previous generic warm audience campaign. Personalised creative outperformed the founder story ad across every segment tested.
Stasis Cross-Sell Added MRR
Email and paid Stasis cross-sell added net new recurring revenue from the existing subscriber base. Subscribers who added Stasis increased their average monthly spend by 74%.
Post-Quiz Recovery Converted
Dedicated post-quiz campaign recovered 18% of quiz completers who had not purchased within 48 hours. The warmest audience in the account became the most profitable segment.
CPA Cut in Half
Blended CPA across paid dropped from $64 to $31. Goal-segmented creative eliminated the inefficiency of serving identical ads to audiences with completely different intent signals.