A fast-growing DTC supplement brand was spending aggressively on Meta but struggling with CAC efficiency as they scaled. Landing pages were generic, creative was untested, and there was no clear attribution between top-of-funnel spend and first-purchase revenue. Google Ads was an afterthought with no real search capture strategy.

Introduced a structured creative testing framework on Meta to identify winning angles by audience segment. Built dedicated landing pages aligned to specific ad angles and offer structures. Launched a parallel Google Search strategy to capture high-intent demand that Meta was generating but not converting. Cleaned up pixel events and attribution to give the team accurate CAC data by channel. The combined funnel approach brought CAC down while allowing spend to scale sustainably.