Cost per new customer cut by a third.
Kubera Health had scaled paid spend fast and watched the cost per customer climb with it. A creative testing habit brought profitable spend back, and the budget kept climbing.
Why it mattersMost brands lower CAC by spending less. Cutting it a third while spend went up means the creative finally did the work.
Spend went up. So did the cost.
Kubera Health had scaled paid spend fast and watched the cost per customer climb with it. Creative was stale (the same three ads had run for months), the landing pages hadn't changed since launch, and the Meta account structure fought itself every time the budget moved. The goal wasn't to spend less; it was to make growth profitable again so spend could keep climbing.
What they had going for them
- Paid spend that had already scaled fast, so the demand was proven
- A founder ready to keep the budget climbing, not cut it
- A live Meta account with real spend history to learn from
What was quietly costing them
- The same three ads had run for months
- Landing pages unchanged since launch
- A Meta account structure that fought itself every time the budget moved
- Cost per customer climbing with every step up in spend
Twenty tests a month beat three.
The account had burned through its audiences with the same three messages. The cadence replaced them: new angles every week, judged on cost per new customer, not clicks.
Cost per new customer indexed to 100 at plug-in. It came down 33% while profitable spend roughly doubled.
A month of the habit, drawn to shape: most tests get cut without ceremony, about one in six earns more budget.
The 30-Day Plug-In audit pointed at creative, not targeting. The plan put creative on a real testing cadence (new angles every week, judged on cost per new customer, not clicks) and rebuilt the landing pages and account structure so winners could scale without breaking.
Then and now.
Every engagement starts with the same audit we'd run on your business. Here's how Kubera Health's marketing graded when we plugged in, and how it grades today.
The 30-Day Plug-In audit pointed at creative, not targeting: the account had burned through its audiences with the same three messages. The cadence now puts 20+ creatives through testing every month, judged on cost per new customer, not clicks.
The top landing pages were rebuilt around the actual offer. Across the same engagement, average order value rose 14%.
Restructured so winners could scale without breaking. By the first 90-Day Rebuild, the question had flipped from “why is CAC climbing?” to “how fast can we feed this?”
Budget came off the audiences that were quietly losing money, and the legacy “greatest hits” ad set was killed outright. It was winning auctions and losing money.
Cost per new customer came down by a third while profitable spend roughly doubled. The goal was never to spend less; it was to make growth profitable again so spend could keep climbing.
Tap any line for the detail →
Grades are how we score a marketing check-up. Every engagement is different; results shown are not a guarantee. How we present results
Same three rituals, pointed at creative.
The 30-Day Plug-In audit pointed at creative, not targeting: the account had burned through its audiences with the same three messages. The plan put creative on a real testing cadence and rebuilt the landing pages and account structure so winners could scale without breaking. It is the kind of work we run for founder-led startups.
The 30-Day Plug-In
- Audit, access, and the baseline numbers
- The audit pointed at creative, not targeting
- Creative testing cadence running by day 30
The Operator Cadence
- A working session every week, a Friday update every week
- New angles into testing, judged on cost per new customer, not clicks
- Budget pulled off the audiences quietly losing money
The 90-Day Rebuild
- Winning angles scaled up
- Top landing pages rebuilt around the actual offer
- The Meta account restructured so scaling didn't break it
The legacy “greatest hits” ad set. It was winning auctions and losing money.
What the testing bought.
Cost per new customer, creative volume, and profitable spend, before the cadence and after it.
Every engagement is different; results shown are not a guarantee.
More tests, not less spend.
Most brands lower the cost per customer by cutting the budget. This one cut it a third while the spend doubled.
How far cost per new customer fell. Not by spending less; profitable spend roughly doubled while it dropped.
Creatives tested every month once the habit was running, up from the same three ads that had run for months.
Tests that earned their way to scale. The rest were cut, and that is the habit working, not failing.
The rise in average order value across the engagement, while the top landing pages were rebuilt around the actual offer.
“We doubled the spend and the cost per customer still fell. I didn't believe creative testing would be the thing, but it was.”
Every engagement is different; results shown are not a guarantee. How we present results
More of the work: Go Swag and Manako Labs
Want results like this?
Curious what your own funnel could do? Book a free analysis, or see more of the work.