Performance Marketing Optimization (BrainLuxury) | 40% CAC Reduction
The Challenge
High Customer Acquisition Cost (CAC) and diminishing returns on a ~$30k/month ad spend across Google and Meta platforms were hindering profitable growth for BrainLuxury, a D2C nutritional supplement brand.
Approach & Execution
Project Overview
BrainLuxury, a D2C brand selling premium nutritional supplements in the USA and Europe, faced challenges with rising ad costs and inefficient campaign performance. I stepped in to lead performance marketing efforts.
Work Done
- Budget Management: Oversaw the ~$30,000 monthly performance marketing budget across Google Ads and Meta Ads platforms.
- Performance Analysis: Analyzed historical campaign data to identify top-performing and underperforming audiences, creatives, and channels.
- Account Restructuring: Paused or significantly restructured numerous low-performing campaigns and ad sets to consolidate spend on proven winners.
- Optimization & Testing: Implemented A/B tests for ad creatives, headlines, and landing page variations with a primary focus on improving conversion rates and reducing CAC.
- Reporting: Provided regular performance reports and strategic recommendations to leadership.
Deliverables
- Active management and optimization of a ~$30k/month multi-channel ad budget.
- Demonstrable contribution to a 40% reduction in CAC.
- A leaner, more efficient ad account structure.
Solution Overview
Took ownership of the performance marketing budget and strategy. Conducted deep analysis of campaign performance, creative effectiveness, and audience targeting. Systematically paused low-performing campaigns/ads, reallocated budget to high-ROI channels, and implemented A/B testing for creatives and landing pages focused explicitly on reducing CAC.
Key Results & Impact
- Contributed to a 40% reduction in overall Customer Acquisition Cost (CAC).
- Significantly improved budget efficiency by eliminating wasteful ad spend on ineffective campaigns.
- Successfully managed and optimized a multi-channel ~$30k monthly advertising budget.
- Established a more data-driven approach to campaign management and creative testing.