Case study: Achieved a 91% increase in Meta revenue with a 57% reduction in CPA
Contingency Medical is a US eCommerce brand selling prescription emergency antibiotics. Without the need to be as reliant on the healthcare system, customers have the peace of mind that when things go wrong, they don’t have to wait. Ideal for travelling, exploring the great outdoors, storm shelters, and in case of supply chain issues, Contingency Medical ensures customers are always prepared if the worst was to happen.
57% decrease in CPA
91% increase in Meta revenue
The Challenge
Spending $20k a month on Meta ads resulting in a loss.
Contingency Medical were originally spending around $20k per month running Meta ads, but they weren’t seeing the returns they needed and were actually losing money. Due to the TAM of the product and the reach of the channel, Contingency Medical still believed that Meta ads were the best way to scale their business, despite their previous lack of success on the channel, they just needed help to make the most of the channel.
With their previous provider, Contingency Medical’s Meta ads mainly focused on retargeting. But they wanted to expand into targeting a broader cold audience. And with a lack of reporting transparency, they decided it was time to change providers.
The Solution
Leveraged cost caps and conducted a creative analysis to split test ad creative.
The first thing we did was focus on making the most of Contingency Medical's investment in Meta ads. We did this by leveraging cost caps, with a focus on bid caps in particular, to help force better efficiency. Once this was in place, we moved onto the ad creative.
The current ads didn’t have clear messaging, so we conducted a creative analysis. From this we created a creative strategy. We were then able to create several ad creatives which allowed us to split test different ad creative aspects to see what worked best for the target audience.
We created multiple ad creatives each week to test different hypotheses. This included video ad styles like UGC and influencer created content, as well as static image ad styles like us vs them comparisons, highlighted product features, and lifestyle imagery. Once we found that the UGC videos and highlighted product features were the best performing ad styles, we were able to make iterations to the imagery and headlines and scale the concepts.
The result
91% increase in Meta revenue and 57% decrease in CPA in just 2 months.
Contingency Medical finally started to see profit from their Meta ads. In fact, they had a 91% increase in Meta revenue within just the first 2 months. And since we optimised the cost caps, their CPA also decreased by 57% within the first 2 months.
Theron Fereday COO (Chief Operating Officer)
“After struggling with high CPAs, we needed experienced, specialist support to help us take control of our ad spend, regain profitability, and scale our Meta ads. The Contrast team worked systematically to overcome our challenges, helping us reduce our CAC by over 50% in only a couple of months, all while increasing the channel revenue by over 90%. Contrast developed strong ad creative that effectively grabbed our target audience’s attention and led them through to conversion. I highly recommend working with their team if you need paid social support for your eCommerce brand.”
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