Eco Protein Case Study: Meta Ads CPA Cut by Nearly 90%

The Challenge

When we took over, several issues were holding back performance:

High CPA: CPA had reached approximately $498, making customer acquisition unsustainable.
High CPMs: CPMs were reaching $130, meaning the brand was paying a premium simply to reach potential customers.
Tracking gaps: Meta tracking was not properly established, limiting the quality of conversion data being sent back to the platform.
Unstructured campaigns: campaigns lacked structure, making testing, optimization, and budget allocation difficult.
Website conversion challenges: the website had conversion challenges, so generating more traffic alone wasn't going to solve the problem.
Limited product ecosystem: only one core SKU meant we had to find growth within a very limited product ecosystem.

We needed to improve both sides of the equation: how efficiently we reached customers and how effectively we converted them.

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What We Did

Built the Tracking Foundation

Before increasing spend, we worked on getting the fundamentals right.
We established the Meta Pixel and conversion tracking foundation, giving us better visibility into the customer journey and providing Meta with stronger signals to optimize toward purchases.

Restructured the Ad Account

We simplified and reorganized the campaign structure around clearer objectives, testing, and budget allocation.
Instead of fragmented campaigns competing for limited budget, we created a system that allowed us to identify what was working and put more spend behind it.

Launched 100+ Creatives to Find Winners

Creative became one of the biggest levers for improving performance.
Rather than relying on a handful of ads, we launched and tested 100+ creative variations across different concepts, hooks, messaging, formats, and product angles.
This gave us enough data to identify which ideas consistently earned attention and drove action.
As stronger creatives emerged, we shifted spend toward the winners and continued iterating on them.
The result was a significant improvement in media efficiency, helping bring CPMs from highs of approximately $130 down to around $30, while also contributing to lower acquisition costs.

Optimized Beyond the Ad Click

Getting cheaper traffic wasn't enough.
We looked at the journey from ad → landing page → checkout → purchase to understand where customers were dropping off.
This allowed us to make decisions based on the entire funnel rather than treating every conversion problem as a Meta Ads problem.

Scaled Gradually

With one core product, aggressive budget increases could quickly push acquisition costs back up.
We focused on improving efficiency first, identifying repeatable creative winners, and then gradually increasing purchase volume without sacrificing the progress we had made.

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Results

The account began moving in the right direction as the new foundation, creative testing system, and campaign structure came together.

~$498 → 50-60 Range

CPA reduced by nearly 90%

~130→~30

CPM reduced significantly

100+ Creatives launched and tested

3X Monthly purchases & Revenue

Building a System, Not Chasing a Spike

It came from fixing the fundamentals.

Eco Protein's growth didn't come from finding one magic audience or one winning ad.

Better tracking. A cleaner campaign structure. More than 100 creative tests. Stronger winning concepts. Better funnel visibility. And disciplined scaling.

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