Overview
The Cold Life sells American-made filtered showerheads direct from its own site. When Connect Social took over paid media, the cost of a new customer was the highest it had been in a year and showerheads had sat under their ROAS goal for six months. Two months later, new customers cost a third less, there were 61% more of them a month on about the same spend, and showerheads were past the goal. From day 60 to day 90, Meta-attributed revenue increased 31.9% and cost per purchase fell 17.7%. Over the longer window from day 60 to month 7, Meta-attributed revenue increased 110.6%, with cost per purchase down 12.1%.
Starting point
Showerheads had run under 1.4x for three months and cost per purchase was climbing every month. New customer CAC had reached $287, the highest in a year. Fourteen campaigns were spending, eight of them built around a single creator each, which split the budget into pieces too small for Meta to learn from. The brief was two numbers: lower the cost of a new customer, and get showerheads to 1.5x ROAS.
14 campaigns down to 5. New customers up 61% on 7% more spend.
The Cold Life · Meta + GoogleWhat we built
The first two months went to volume and a lower CAC. Fourteen campaigns were cut to five across two ad accounts, with 78% of spend on scaling and 22% on testing, and new creative tested every week instead of one campaign per creator. That alone took the cost of a new customer from $260 to $173 and produced the two biggest months for new customers in the brand's history. Then the second ad account we opened, running one concentrated campaign, took showerhead cost per purchase to $149 and pushed ROAS past the goal.
Results
- Day 60 to day 90: Meta-attributed revenue up 31.9%, with cost per purchase down 17.7% ($15.57 to $12.82)
- Day 60 to month 7: Meta-attributed revenue up 110.6%, with cost per purchase down 12.1% ($15.57 to $13.69)
- Cost per new customer from $260 to $173, down 33%
- New customers a month from 800 to 1,288, up 61%, on 7% more spend ($208K to $223K)
- $171 per new customer in the second month after handover, the lowest in more than two years of Shopify data, and the most new customers in a month ever
- Showerhead cost per purchase from $223 to $169; ROAS exceeded the goal for the first time in six months
- Campaigns with spend: 14 to 5
The revenue and cost-per-purchase comparisons are Meta-attributed results: day 60 versus day 90, and day 60 versus month 7. They do not represent total store revenue or blended new-customer acquisition cost. The remaining acquisition results compare monthly averages for the two months before handover versus the two months after. New customer CAC is Meta plus Google spend divided by first-time Shopify customers that month, both Meta ad accounts included. Showerhead figures are Meta-reported purchases and value across both ad accounts, account default attribution.
"I have worked with 10+ agencies over the last several years for multiple different brands of mine and this is by far the best team I have ever worked with. They produce real results, communication is fantastic, they are extremely professional and require very little of my time because of how structured they are. 100% recommend Connect Social."
