Building a Scalable Foundation from Zero

Sett entered a competitive category with no prior paid traffic. We started with a clean Advantage+ Shopping Campaign (ASC) to capture broad demand efficiently. Alongside that, we launched a Prospecting CBO campaign to feed ASC with high-intent cold traffic and build out a more resilient funnel. This structure created a strong acquisition base that allowed us to scale quickly without relying too heavily on one campaign type.

Strategic Scaling with Performance Discipline

Over a 5-week sprint, we scaled Meta ad spend by more than 2x while driving a 3x improvement in ROAS and cutting CPA by over 75%. We maintained efficiency using Cost Cap bidding and closely managed campaign pacing to avoid performance cliffs. Budget was continuously reallocated based on performance thresholds, ensuring that every dollar spent had a high likelihood of conversion. This performance discipline enabled us to push into new spend tiers without sacrificing efficiency.

Creative That Converts: Thought-Leader Whitelisting

We leaned heavily into whitelisted ads from high-profile thought-leaders in the male wellness space, including Michael Chernow, to drive breakout performance. These ads outperformed standard brand handle ads across the board—delivering stronger CPCs, conversion rates, and CPAs. Chernow’s UGC-style testimonial became the second-best performing asset in the account and allowed us to unlock new spend levels profitably.

Landing Page Optimization: Educate Without Overwhelming

We ran a series of landing page A/B tests to improve conversion rates and subscription attach. The “10 Reasons Why” page emerged as a winner by offering upfront education and clear product differentiation—especially important in a nascent category. While the original PDP had a higher AOV, the “10 Reasons” page drove more total purchases and recurring revenue through subscription. These insights informed a new hybrid page that blends clarity, speed, and education.

A Full-Funnel System Built for Sustained Growth

By combining disciplined media buying, conversion-driven creative, and landing page optimization, we built a full-funnel system that got more efficient as we scaled. Our ability to consistently refresh creative, diversify acquisition strategies, and act on LP test insights allowed Sett to grow aggressively while improving efficiency across every core metric.