How Highline Wellness Cut CPA by 41% (and Still Scaled Spend by 48%)
Compliance roadblocks, data blackouts, and rising CPAs - solved with creative testing, tracking innovation, and strategic audience expansion.
Highline Wellness wasn’t new to Meta ads. But they were stuck.
They had the product. They had the mission. But their Facebook ads weren’t driving growth. CPAs were rising, data visibility was limited (thanks to pixel restrictions for CBD), and scaling was nearly impossible without performance tanking.
They needed more than just media buying. They needed compliance-savvy growth strategy and a real testing engine.
The Challenge: No Data, No Scale, No Plan
Highline Wellness came to us with a few major hurdles:
Facebook pixel restrictions (because: CBD) blocked visibility into conversions
CPAs were volatile and consistently above target
No structured testing for creative, copy, or offers
Retargeting was weak, and cold traffic wasn’t converting
Creative fatigue made scaling spend risky
They weren’t just fighting performance decay. They were flying blind.
The Strategy: Build the System Before You Scale
We didn’t try to “fix” the old system. We built a new one -made for Meta’s limitations, and Highline’s ambitions.
Creative Flywheel Testing We rolled out a Flywheel Testing system to generate new creative assets weekly. The goal? Always have fresh creative in-market to avoid fatigue and identify scalable winners.
Bridge Pages for Compliance CBD ads on Meta? Tricky. We built bridge pages that made compliant advertising possible, unlocking the ability to run cold traffic campaigns at scale.
Server-Side Tracking Setup Without pixel data, we installed a server-side integration with Shopify to restore visibility into purchase behaviour and feed back real performance data.
Full-Funnel Audit & Segmentation We dug into past performance across Shopify, Google, Hyros, and Meta. We segmented audiences by AOV and LTV to prioritise scaling the most valuable ones first.
Evergreen Retargeting High-intent shoppers weren’t being captured. We fixed that. We built a retargeting system that kept interested buyers moving down the funnel—without burning budget.
The Results: Scaled Up and Smoothed Out
In just 90 days, here’s what happened:
Online Sales up 19% ($1.67M in revenue)
Cost Per Purchase down 41% ($66.50)
Ad Spend up 48%, while ROAS nearly doubled (up 98%)
Cost Per Click down 49% (thanks to creative testing)
Tracking restored via server-side integration, unlocking real-time optimisation
No more guesswork. No more stagnation. Just sustainable performance growth.
Why It Worked: Calm Strategy Meets Relentless Execution
We didn’t rely on one big breakthrough. We built a system that keeps improving.
A creative engine that doesn’t stall. Tracking setups that don’t break. Compliance workflows that actually convert.
And a team that’s in it with the brand—week in, week out.
What Highline Said
"We've probably seen the best numbers of any firm we've worked with so far." - Ken W., Chief Revenue Officer
"You gave us the ability to test things we couldn’t before, and the comfort to do it right." - Brendan R., CFO
"You were impossible to ignore - and that’s exactly the kind of partner we needed to help us scale." - Chris R., CFO
Ready to Grow Smarter - Even in a Regulated Space?
If you’re in health, wellness, or any compliance-heavy vertical, don’t wait for Meta to make it easy.
Let’s talk about how to grow anyway.
