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📈 How We Lowered Our Client's CPA From $3 to $1/Per Subscriber

PLUS:

Author

Kieran Lenahan
October 14, 2024

Short and sweet today. You’ll learn how we took a client’s CPA from $3 to $1.

  • 📊 Dan Oshinsky on how to use polls to engage your newsletter audience (link)

  • 🙅 The Justin Welsh strategy newsletter operators should steal (link)

  • 👀 ICYMI: How to Land High Ticket Clients With a Newsletter Funnel (link)

*These are affiliate links

How It Started 👀 

One of our clients has a general consumer audience and a sponsorship driven business model.

Their CPA started out ~$3 per new subscriber.

Before scaling ad spend, they wanted it below $2.

The lower their acquisition costs → the faster their payback period + the faster they can reinvest in growth → the more sponsorship revenue they can drive

So we got to work. 🧑‍🍳 

We tested:

  • Audiences (Broad Interest-Based Audiences and Lookalike Audiences based on social engagement + email engagement)

  • Ad creative formats (video, graphics, memes)

  • Ad Angles (avoid an outcome they don’t want, reach the outcome they desire)

  • Ad Copy (specific language within the ad creative itself)

  • Hooks (questions, “How to” language)

  • Ad Captions (1, 3 and 5 sentence)

  • CTAs (Sign up, Subscribe, Learn More)

WIthin a few weeks, we were here:

Things were moving in the right direction, but there was still more work to do.

The good thing?

We now had plenty of data telling us which:

  • Audiences

  • Ad angles

  • Formats

  • Captions

  • CTAs

..were performing well.

So we:

  • Killed 30% of the ads with the highest CPA

  • Put 70% of the budget into the 4 ad sets closest to the $2 target CPA

  • Used the 30% of the budget to continue testing new ads and iterating

Rinse and repeat the process until all of our ads are below the $2 CPA target.

How Its Going 📈 

Where are things today?

Last week, we launched a new ad set sitting at a $0.97 CPA that we’ll be scaling.

And the ad set with the highest CPA currently running is $1.58 👇️

This is how we help our clients win with paid growth.

Not only does our process work - it’s constantly being refreshed with data we see across all of our client ad accounts.

So if you:

  • Are ready to invest $4k+ per month on growth

  • Want a team and process you can trust

 Book a call here with the two guys pictured below 🫡

Cheers,

Isaac + Kieran

P.S. Want to book a Power Hour with us?

We’ll give you strategic consulting on your newsletter funnel, content, growth strategy, Meta ads, landing page copy or anything else newsletter-related.

Book a Power Hour here.