From $300 CAC to $77. How a Campaign Restructure Unlocked Profitable Growth
When this ecommerce brand came to Launcher Lab, their acquisition campaigns were generating customers, but the numbers didn't add up.
They were spending heavily to acquire new customers, yet the cost per acquisition was so high that scaling profitably was nearly impossible. Instead of making small optimisations, we rebuilt the campaign structure from the ground up.
The result? A 74% reduction in CAC in just 30 days.
Key results
-74%
Customer Acquisition Cost
202
First orders generated
+89%
In spend efficiency
The Challenge
High spend. Unpredictable performance.
The brand was investing $140K on first-order acquisition campaigns, generating 466 new customers at an average CAC of $300, profitable scaling was out of reach. In peak underperforming months, CAC climbed as high as $505, making budget planning and growth strategy nearly impossible.
The issue wasn't traffic or demand. The real problem was structural: budget wasn't being directed toward the strongest-performing campaigns, and optimisation relied too heavily on platform automation rather than a disciplined testing framework.
Small tweaks weren't going to fix this. The entire acquisition engine needed to be rebuilt.
Approach
Fixing the system behind the campaigns
Rather than patching symptoms, we restructured the system driving results — targeting efficiency at every stage of the funnel.
Strategic Budget Allocation
Shifted spend away from underperforming campaigns and prioritised the ad sets driving the strongest results.
Structured Creative Testing
Introduced systematic testing across messaging, formats, and visuals to quickly identify and scale winning creative.Product-Led Campaigns
Multiple products were tested to identify which ones converted best, then budget was focused on the strongest performers.Customer-Focused Messaging
Ad copy was refined to highlight the product details customers actually care about.Search-Informed Copy
Integrated high-intent search insights into ad messaging to better align with what customers were actively looking for.Landing Page Improvements
Landing pages were aligned with the winning ad creatives to create a smoother path to purchase.
The Impact
Reducing CAC completely changed the economics of the brand’s acquisition strategy.
Instead of struggling with high and unpredictable costs, the business now has a stable and scalable acquisition engine.
202 new first orders were generated during the restructure period at a cost-per-acquisition the brand had previously never achieved. With the right structure in place, increasing spend no longer means sacrificing efficiency.
The brand now has the foundation to scale first-order volume, forecast acquisition costs reliably, and build toward long-term profitability.
Want results like this?
At Launcher Lab, our performance marketing speaks for itself. We’ll help you scale fast and achieve results that truly move the needle. What makes us different? Our model combines a simple retainer with success fees directly tied to performance. No lock-in contracts, just accountability and great results.
Ready to scale? Let’s talk!
