The Challenge
UNC is a major supplement brand, and healthy bones for a healthy life is the message it gives its customers. It sells in a crowded market, where many sellers offer products much like its own.
Primal has run UNC’s campaigns since 2021. Over those 3 years, one of the main problems was that new ad creative arrived only now and then. To do better than in past years, Primal had to change how the campaigns worked, not repeat the old set-up for another year.
Our Approach
To raise return on ad spend (ROAS), Primal changed the structure of UNC’s campaigns on Meta. The ads had been set up to start conversations of any kind. Primal changed their goal from engagement to purchases, with each ad still opening a chat in Meta’s messages.
The aim was to reach people more likely to buy, who could then order straight through a Meta message.
Outcomes Achieved
Primal ran the purchase message ads across UNC’s Meta campaigns and refined the targeting, using what past campaigns had shown about who buys. This fitted UNC’s goal of more purchases, not just more chats, and put the budget into the conversations most likely to end in an order.
ROAS on purchases through Meta rose 90% year on year. Revenue grew 66%, and the cost per purchase on Meta fell 63%.
- 90%Increase in Return on Ad Spend (ROAS)
- 66%Revenue Growth
- 63%Lower Meta Cost Per Purchase
Key Insights
- With little new ad creative to work with, Primal changed the campaign goal instead of repeating the old set-up.
- Aiming the Meta message ads at purchases, not engagement, reached people more likely to buy.
- ROAS on purchases through Meta rose 90% year on year, and the cost per purchase on Meta fell 63%.
