The Results

Over £10M revenue. £8.2M of that came from new customers - over 80% incremental. nCAC down 45% year on year.

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Spending less per customer and acquiring more of them. That's the whole game.

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The Numbers

Before we touched any ads, we worked out the numbers. What can we actually pay for a customer and still be profitable? After product costs, fulfilment, overheads, agency fee - everything.

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Most brands don't know this number. They're optimising for ROAS or staring at CPMs. None of that tells you if you're actually making money.

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Once you know your breakeven and targets - especially MER, every decision is much more simple. Under it - pull back. Over it - push harder.

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*Visual example of KPI calculator - not the actual figures

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Attribution

There was one crucial setting that made a noticeable difference.

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They were on 7-day click, 1-day view attribution. This is default for a lot of accounts. Here's the problem: someone sees your ad, doesn't click, goes to Google, searches the product, buys. Meta counts that as a conversion.

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Or even worse - people who already bought get served an ad a few hours later and Meta still tries to take credit.

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We switched to 7-day click. Now it only counts people who actually clicked and converted.

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Here's the bit most people miss - this changes how Meta optimises. On 1-day view, the algorithm finds people who might see your ad and buy anyway. On 7-day click, it has to find people who will actually click and convert.

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Persona Research

We use a structured system for every client.

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We start with Gemini for deep research, then use Grok to uncover real-world issues through customer listening. When we ran this for the mattress brand, three patterns emerged that were being ignored:

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Pain - people waking up stiff. 

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Overheating - people waking up too hot. 

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Partner movement - light sleepers getting disturbed.

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Most mattress ads talk about pocket springs and cooling gel. That's product stuff… nobody cares. People care about THEIR problem.

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Creative Diversity

Different people respond to different formats. So we built creative across the full spectrum, here are just a few specific examples:

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A high-production objection handler tackling the biggest temperature barrier: "Is memory foam too hot to sleep on?"

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An emotional piece for the pain persona - not talking about springs, talking about getting your life back.

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UGC-style content for the person who's tried everything - supplements, sleep hacks - before realising it was the mattress.

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And visual proof for the partner movement persona - a glass of water on the bed proving motion isolation in 3 seconds without a single word.

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