Overview
ALP sells nicotine pouches, which puts them in a category Meta and Google refuse to run. Connect Social built their paid program on Rumble and X instead, and in one quarter took the account from a channel that lost money to one that returned 3x.
Starting point
No access to the two biggest ad platforms. Rumble was running at 0.13x ROAS with a $475 cost per acquisition in October. Attribution was patchy, so nobody could say which creative or placement was working, and the instinct was to cut the channel.
One tracking standard.
Two channels.
24× the return.
What we built
One tracking standard across both platforms and a rebuilt attribution setup, so every dollar traced back to a placement and a creative. Then a two-channel system: X builds the audience, Rumble converts it. Platform-specific creative for each, run on a weekly loop: brief, produce, compliance check, launch, read attribution, recut the winners.
Results
- Rumble ROAS from 0.13x in October to 3.16x in December
- Rumble CPA from $475 to $24
- 87M impressions across Rumble and X in Q4 2025
- Efficiency moved the number, not budget. Spend stayed flat while returns went up 24x.
