CUT CAC BY 31% WHILE SCALING META SPEND BY 46%

When Rheal came on board, their Meta account had plenty of room to grow, but efficiency had been declining. The account relied on a small pool of creative that was starting to fatigue, which led to audience saturation, and there wasn't a structured testing process in place to find the next winners. Budget and creative effort were also spread across multiple SKUs, so no single product had enough behind it to reach its full potential.

The creative mix was heavily weighted towards bottom-of-funnel statics. These converted existing demand well but did little to reach net-new audiences, which limited the acquisition pipeline. To offset the drop in new customers from Meta, spend had been shifted into Google, but this put further pressure on efficiency rather than solving it.

As a result, new customer growth had slowed, revenue was becoming more reliant on returning customers, and acquiring new customers profitably had become a real challenge. The foundations were strong, with a great product, an engaged community and in-house experts. What Rheal needed was the right strategy to turn that potential into efficient, scalable growth.

‍

Here's the 5-step approach we took to reduce CAC by 31% while scaling Meta spend by 46%.

Step 1: Rebalance the media mix

The first priority was getting spend working in the right place. We reallocated acquisition budget away from Google and back towards Meta, where there was headroom to reach new audiences efficiently.

Step 2: Focus on the heroes

Rather than diluting spend and effort across a wide range of SKUs, we concentrated Meta investment behind two hero products: Balance Tonic and Collagen. This gave each product the budget and creative volume needed to generate clear learnings and scale.

Step 3: Unlock new angles through persona testing

With a tighter focus, we set about finding new, scalable reasons for women to buy Balance Tonic. Persona testing surfaced strong opportunities, and we doubled down on creative built around these angles.

We then took the winning angles into a wider range of formats that had been underused in the account, but resonated strongly with the target audience, giving us fresh top-of-funnel reach beyond the BOF statics the account had relied on.

Step 4: Lean into Rheal's community and experts

Rheal's biggest differentiators are its community and its internal expertise, so we put them front and centre. After seeing founder and in-house nutritionist content perform well, we produced high-production concepts that performed strongly in the account. And, and they gave us a direct line into what women are looking for in a menopause supplement, in their own words. Those insights now feed directly into the niche angles we're going after next.

Step 5: Optimise the full funnel and build a structure for scale

Great ads need a landing experience to match. We rebuilt the landing pages around outcomes, focusing on the symptoms and results the products help with, and added customer reviews for credibility. We also streamlined the offer to one strong lever rather than several competing options that were distracting customers from converting.

Finally, we introduced a robust Meta campaign structure with a clear creative testing framework, so new winners can be identified and scaled consistently rather than by chance.

‍

In just eight months, by rebalancing spend, focusing on hero SKUs, unlocking new creative angles and tightening the full funnel, we turned a shrinking, loss-making acquisition engine into one that scales profitably:

• CAC reduced by 31%, meaning new customers are now acquired far more efficiently.
• New customer orders increased by 38%, reducing reliance on returning customers and rebuilding the acquisition pipeline.
• Meta spend scaled by 46%, all while efficiency improved rather than declined.

Scaling spend usually comes at the cost of efficiency. For Rheal, we grew both at the same time. With a proven testing process and a growing library of customer-led insights, we're excited to keep pushing Balance Tonic and Collagen even further.