The challenge
The account looked healthy in Meta - strong in-platform ROAS - but the bank balance told a different story. Spend was climbing and contribution margin was flat.
Conversion tracking was double-counting events, so the algorithm was optimising toward the wrong people. Campaign structure had sprawled into dozens of overlapping ad sets competing in the same auction.
Creative was a single static angle, refreshed rarely, with no read on what was actually proven to convert in the category.
What we did
The same Proof Loop we run on every account.
We ran the account and its competitors through the engine. The longevity data showed the category was being won by problem-led video hooks - angles this brand had never tested. We rebuilt tracking from the server side so the algorithm optimised on real purchases, not inflated proxy events.
Tusk Design produced a weekly slate of concepts grounded in the proven hooks from the Creative Vault - problem-agitate openers and founder-style UGC, the formats already running 100+ days for competitors.
We collapsed the account to a clean, consolidated structure and judged every pound on blended MER, not platform ROAS. Budget moved to the angles that produced real, qualified leads - and cost per lead fell off a cliff.
The outcome
- Cost per lead dropped 90% within the first 90 days, on the same £40k monthly budget.
- Blended MER stabilised at 3.8× with leads that actually converted to sales downstream - not vanity sign-ups.
- The brand now has a weekly creative engine instead of a single fatiguing angle.