CastleFlexx wasn’t struggling. But their growth was plateauing.

By the end of 2023, the health and wellness brand had hit a familiar wall. Their previous agency couldn’t scale performance. Meta ads were spinning in circles. ROAS was stagnating; spend couldn’t increase without performance decreasing. The same warm audience kept seeing the same recycled creative.

Then January 2024 hit and their CF rights with Atlanta Braves and Ronald Acuna had come to end, meaning their top performing ads had to be pulled.

CastleFlexx wanted to spend more and maintain performance, all while climbing uphill with new creatives. They needed a new approach.

The Challenge: A Shrinking Audience and Stagnant Growth

Before we partnered with CastleFlexx in December 2023, growth had hit a ceiling. Their previous agency leaned heavily on retargeting, and celebrity social proof. They weren’t equipped to push beyond the "safe" strategies.

Add to that Meta’s 2025 algorithm changes; pixel restrictions, reduced reach for health brands, and CastleFlexx found itself stuck, talking to the same audience day after day.

If they wanted real growth, they needed to:

• Reach new customers consistently.

• Refresh their creative pipeline.

• Optimize their website to convert cold traffic.

• Do it all fast.

The Strategy: Creative That Opens Doors (Not Just Closes Sales)

When most brands hit a wall, they double down on what’s familiar.

We did the opposite.

1. We made "New" the priority.

New audiences. New creative. New content.

We used New Visit Percentage (NVP) as a pulse check, tracking how well ads were pulling in fresh eyes, not just warm leads. But NVP wasn’t the only lever.

2. We ramped up content production.

CastleFlexx invested in net new content, not just repurposing old assets. We worked directly with creators, the brand founder, and internal teams to keep the pipeline flowing.

3. We diversified creative formats.

From UGC to founder-led videos to behind-the-scenes clips. We gave Meta’s algorithm something new to work with, constantly.

4. We consulted on website optimizations.

All the traffic in the world doesn’t help if your site leaks conversions. We suggested fast, actionable changes to improve conversion rates without a full redesign (our team even helped with some of the technical implementations)

5. We stayed agile.

Test. Learn. Adapt. Repeat.

This wasn’t about chasing vanity metrics. It was about building a system that could scale sustainably.

The Results: Proof That Fresh Eyes Drive Fresh Revenue

By focusing on audience expansion, creative diversity, and conversion efficiency, CastleFlexx flipped the script on their growth trajectory.

• 35% blended sales growth in 2024 YTD.

• Maintained a healthy 25% net margin.

• In just 30 days (March 15 – April 13):

  • Blended sales up 75%.

  • Net profit up 119%.

All while other health and wellness brands were still stuck in neutral.

The difference? CastleFlexx didn’t hesitate to act. They embraced testing, invested in content, and understood that scaling isn’t about squeezing more from the same audience—it’s about finding the next one.

Why It Worked: Speed, Substance, and a Smarter Metric

Most brands fail to grow because they’re slow to change.

CastleFlexx moved fast. They didn’t just pay for media buying, they committed to a full-funnel strategy:

• Fresh creative, constantly.

• Quick website tweaks to capture more value.

• A focus on who was seeing their ads, not just how many.

They didn’t bleed their warm audience dry. They built a pipeline of new customers, and converted them.

Ready to Break Your Own Plateau?

If your growth has stalled and you’re stuck retargeting the same crowd, it’s time to rethink your strategy.

Start by asking: What’s your New Visit Percentage?

Or better yet, let’s talk about how to turn cold traffic into consistent revenue.

[Get in Touch] or [Check Your Benchmarks]

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