55% LIFT IN NC-ROAS
From Awareness Gap to 4.02× New-Customer ROAS: How Manual’s Made-for-Meta UGC Turned Education into Revenue
Industry:
Health & Beauty
Services:
NC-ROAS UP
THUMBSTOP RATE UP
ENGAGEMENT RATE UP
Order Revenue
The Background
Manual is a UK men’s health platform best known for its physician-led Testosterone Replacement Therapy (TRT) programme. The service helps men beat fatigue, low libido, mood swings and muscle loss by restoring optimal hormone levels under strict medical supervision. Manual partnered with us in December 2024 to scale customer acquisition on Meta while keeping education and compliance within their ad creative front-and-centre
The Background
Manual is a UK men’s health platform best known for its physician-led Testosterone Replacement Therapy (TRT) programme. The service helps men beat fatigue, low libido, mood swings and muscle loss by restoring optimal hormone levels under strict medical supervision. Manual partnered with us in December 2024 to scale customer acquisition on Meta while keeping education and compliance within their ad creative front-and-centre
The Challenge
EDUCATE AND CONVERT EFFICIENTLY
Even with solid clinical outcomes, Manual struggled to:
- Cut through misinformation and educate about what TRT actually is.
- Attract high-value, high-intent customers rather than curious clicks.
- Lift soft metrics (CTR, engagement, thumb-stop rate) that were capping spend efficiency at 2.6 × NC-ROAS.
DATA-DRIVEN CREATIVE BLUEPRINT
During the research process, media buyers sat shoulder-to-shoulder with our creative strategists, mining in-account data and using AI to scrape comments and reviews to pinpoint angles, hooks and objections already resonating to create unique personas that we can tailor our content to. Zero guesswork.
EDUCATION THAT ENGAGES
We wrote emotion-first, jargon-light scripts that answered real questions in the first three seconds while weaving in lifestyle benefits (energy, confidence, vitality).
REAL MEN, REAL STORIES
We sourced a diverse slate of UGC creators aged 35-55 to mirror Manual’s target personas, layering testimonials, handwriting overlays and voice-over Q&As for trust.
NATIVE PRODUCTION
Shot on phones, made with a pen, a notepad, and voiceover outperformed other account creatives, allowing us to iterate consistently.
ALWAYS ON TESTING LOOP
Test, learn, iterate. Data-driven feedback loops help us pinpoint what’s working and then adapt and improve for the creative sprint.
The Results:
Exponential Growth and a Repeatable Playbook
NC-ROAS UP
THUMBSTOP RATE UP
ENGAGEMENT RATE UP
This is what our creatives helped MANUAL achieve:
- An NC-ROAS of 4.02 ×: A 55 % lift that unlocked additional budget and sustained scale.
- A CTR of 1.18 % vs. 0.95 % baseline: A 24 % improvement that fed the algorithm higher-quality signals and cheaper CPMs.
- An Engagement Rate of 21.41 % vs. 14.78 %: Up 45 %, proving education can be addictive when it feels peer-to-peer.
- Creative depth for scale: In month 3 we saw one “Top Spender” ad; by April we had five separate winners comfortably absorbing spend without fatigue.
- Cost-efficient production: Every winning asset was shot for a fraction of traditional studio costs, letting Manual reinvest savings into media.
Dom Hannaby
They came at a time where internal resource was limited and we needed results. They changed the game for us on Meta and took our performance to the next level. Their creatives continue to soak up significant portions of our ad spend, and with every batch, they somehow manage to pull out at least two new top performers. Account management is on point - super responsive, thoughtful, and clearly invested in learning and improving every round. Their reporting is always insightful: sharp insights, clear takeaways, and always taking the learnings into the next round of creatives. They're always testing new angles and are way ahead of trends. One time I even pushed back on a concept I wasn’t sure about - they told me to trust them - and sure enough, it ended up being the top performer that month. Above all, they're reliable, and I'm able to put my trust in them to deliver consistently. This is something truly priceless, which in my opinion trumps anything else. We've just increased package with them for the third time.
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