CAC down 38% in 90 days — same ad spend, sharper system.
"The founders thought their Meta ads were broken. They weren't. The leak was between the click and the checkout."
The Challenge
A bootstrapped D2C skincare brand was spending roughly ₹4.8L a month on Meta for a 1.6% sitewide conversion rate. The team had already "optimised" the ads three times. Every optimisation moved CTR by 10% and CAC by zero — because CAC isn't an ads problem if the leak is downstream.
Our Approach
- Audited all 184 live creatives against their 90-day performance window. 72% had never recouped their CPM — we paused them and doubled down on three ugly-duckling winners the brand had almost killed.
- Rewrote the product detail page so the messaging matched the ad. The mismatch between "gentle for acne-prone skin" in the ad and a dense ingredient wall on the PDP was the single biggest bounce driver.
- Launched a 9-touch email + WhatsApp sequence for abandoned carts and first-time buyers. Separate tracks for each: abandoners got a use-case education arc, first-time buyers got an onboarding arc.
- Kept monthly ad spend flat through the entire 90 days — this was deliberate. We wanted the CAC drop to come from the system, not more money.
What Changed
₹612 → ₹378
Blended CAC in 12 weeks
11% → 28%
First-order to second-order rate (6 months)
23%
Revenue now attributed to owned channels
Tell us your blocker
Show us the number that's stuck. We'll tell you if we can move it.
Thirty minutes, no deck, no pitch. You walk us through the constraint — CAC, CPL, organic traffic, repeat rate, whichever. If we see an opening we'll propose a diagnostic. If we don't, we'll say so.