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Reduce Your CPA By 40% While Increasing Your Monthly Budget By 100% In Three Months With J7 Media

PopBrush is a French company that sells ergonomic hair brushes that painlessly detangle hair. 


In April 2021, PopBrush reached out to J7 Media with the following mandates: boost the company’s acquisition strategies, lower the cost per acquisition, and increase sales. 


Confident in our ability to help this e-commerce company, J7 Media began its audit of PopBrush’s account in order to determine the best course of action to achieve the company’s objectives.



Our Initial Assessment

  • Far too many active campaigns with a significant budget.
  • Too many overlapping audiences. 
  • Well-structured sets with great ads…
  • ...but the client’s account and campaigns weren’t optimized, so their results were taking a hit!

Our Objectives

  • Implement a campaign structure that would allow us to centralize the budget.
  • Reduce the CPA by more than 30%!
  • Increase the advertising budget and still guarantee a profit for the client.

Our Strategy

  • Restructure the account according to Facebook’s POWER5 best practices.
  • Optimize the use of well-performing ads.
  • Create a pool of new ads.
Case studies

ACCOUNT RESTRUCTURING

To get a clearer understanding of the account, we reduced the number of campaigns from 22 to 13 in two months. The following month, we were down to 10 campaigns and began working on diversifying the client’s advertising strategy (Lead generation, branching into the UK market).


Doing so allowed us to centralize our budget, determine which audiences were performing best, and drastically increase our results.


In addition, with a far simpler account structure, we were also able to test new audiences and creatives.



ACCOUNT RESTRUCTURING

To get a clearer understanding of the account, we reduced the number of campaigns from 22 to 13 in two months. The following month, we were down to 10 campaigns and began working on diversifying the client’s advertising strategy (Lead generation, branching into the UK market).


Doing so allowed us to centralize our budget, determine which audiences were performing best, and drastically increase our results.


In addition, with a far simpler account structure, we were also able to test new audiences and creatives.



REPURPOSING & ADAPTING CONTENT

If you have pieces of content that already work, don't reinvent the wheel: repurpose and adapt the winning formulas!


We used this strategy to produce all of our ‘new’ creatives for PopBrush’s campaigns because we know there are plenty of advantages to replicating successful content.


Here are some examples of PopBrush’s winning ads and the variations we produced afterward.

REPURPOSING & ADAPTING CONTENT

If you have pieces of content that already work, don't reinvent the wheel: repurpose and adapt the winning formulas!


We used this strategy to produce all of our ‘new’ creatives for PopBrush’s campaigns because we know there are plenty of advantages to replicating successful content.


Here are some examples of PopBrush’s winning ads and the variations we produced afterward.

LEAD GENERATION


As the client already had a well-established email marketing strategy, we also decided to dedicate several campaigns to lead generation. For one of our campaigns, we created a Lead Magnet that offered prospects a free eBook. 


To collect more customer emails, we sent prospects targeted ads promising the free eBook.


They were then redirected to a landing page that asked prospects for their first name and email address in exchange for the free eBook. 


Prospects were then redirected to a confirmation page to download the eBook for free. At this point, they were also invited to discover PopBrush’s products on the client’s website.


Now that we have an even larger email database, most sales also come from the emails that the client regularly sends to prospects!



LEAD GENERATION


As the client already had a well-established email marketing strategy, we also decided to dedicate several campaigns to lead generation. For one of our campaigns, we created a Lead Magnet that offered prospects a free eBook. 


To collect more customer emails, we sent prospects targeted ads promising the free eBook.


They were then redirected to a landing page that asked prospects for their first name and email address in exchange for the free eBook. 


Prospects were then redirected to a confirmation page to download the eBook for free. At this point, they were also invited to discover PopBrush’s products on the client’s website.


Now that we have an even larger email database, most sales also come from the emails that the client regularly sends to prospects!



Results
-40%

CPA

Decrease in the client’s initial CPA three months after J7 Media took over the account.



€40,000

Increase in monthly budget

We increased the budget by 100% in three months.



x3.21

Number of sales

7688 sales in August vs. 2392 (before J7 Media acquired the account) with a budget twice as large.


0.50

Cost per lead

We generated 1128 leads at a cost per lead of €0.50 during the month of August.



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