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A nine-month rebuild of a fragmented Meta account into a creative-led system
Happy Head had built a respectable in-house creative operation and hit a ceiling. We took full ownership of creative and media and rebuilt the account.
39%
Lower cost per acquisition
2.7x
Higher click-through rate
44%
Lower ad spend
What they were up against
74% static images, over-indexed on product-focused creative, with the occasional video too high-production to stop a scroll.
CPAs were climbing while a small set of ads had been carrying the account for months.
Performance data and creative production had no path back to each other.
What we built
01
Testing at volume surfaced three things: lead with the ingredient story, assume an informed audience, choose emotional hooks over rational pitches.
02
A fragmented structure became three campaigns with their own CPA targets: evergreen, bottom-funnel retargeting, testing.
03
35 ads across 8–9 concepts a month, delivered bi-weekly. Two-thirds iterations on proven winners, one-third net-new.
04
Concepts competed in one funded ad set, skipping the 14-day re-learning penalty. Losers were cut at 20–30% over target.
The finding
With enough distinct creative in the system, unproven concepts sometimes outperformed the proven evergreen ads on CPA. That is not a fluke. It is what a learning loop looks like when it finally has enough to learn from.
What it produced
39%
Lower cost per purchase
From $537 to $328.
2.7x
Higher outbound CTR
From 0.39% to 1.06%.
44%
Less ad spend
With purchases down only 8%.
36%
More creative diversity
Creative Diversity Score™ from 68.8 to 93.8.
Across nine months, bottom-funnel retargeting hit its sub-$200 CPA target every month after the restructure, and the testing campaign has stayed under its $400 target since October.
Creative Diversity Score (CDS) is Ready Set’s proprietary framework for benchmarking creative diversification.
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