- Revenue up 268%
- Ad spend up 268%
- 306% Subscriber growth
- AOV up by 25%
Background
Fifth Ray is a rapidly scaling wellness and lifestyle brand known for its thoughtfully formulated products, elevated branding, and community-driven approach to daily self-care. With a strong focus on quality, function and modern aesthetics, the brand has gained a loyal subscriber base and positioned itself as a premium choice within the wellness category.
Fifth Ray partnered with us in March 2025 after working with several different agencies and struggling to find a consistent, scalable strategy. Creative output was limited, acquisition costs were inconsistent, and the brand lacked a cohesive structure to support both rapid subscriber growth and profitable new customer acquisition. Our mission from day one was clear: strengthen the foundations, diversify creative at scale, tighten efficiency around true margin data, and build a performance engine capable of supporting aggressive growth across all key channels.
When we took over the account, one of the first steps was to change the way performance was measured. With Amazon added to the channel mix, Meta’s CPA naturally increased - so we transitioned away from platform-level metrics and instead focused on a blended New Customer CPA across both Shopify and Amazon. This allowed us to optimise based on true business outcomes rather than misleading platform signals.
We then rebuilt Fifth Ray’s creative framework, introducing far greater creative diversity across placements, formats, hooks, and messaging. This shift dramatically improved spend distribution across the account, reducing over-reliance on any single creative style and enabling Meta’s algorithm to find incremental volume more efficiently.
A major unlock came from tightening CPA targets based on actual margin data, not arbitrary efficiency goals. This ensured every scaling decision was commercially grounded and aligned with profitability. Alongside this, we ran extensive CRO and landing page testing, optimising AOV, improving conversion rates, and designing pages that aligned with customer intent - particularly important during peak periods like Black Friday, where we also ran an AOV experiment that meaningfully improved contribution margin.
To drive consistent, scalable results, we created a continuous testing ecosystem across creative, landing pages, and offer structure. Our creative strategy expanded to include education-led content, lifestyle visuals, UGC variations, premium brand storytelling, and subscription-focused messaging - ensuring we reached multiple customer personas simultaneously. By constantly reviewing hook rates, hold rates, CTA performance, and placement-level spend distribution, we built a feedback loop that informed every new asset round.
Operationally, we aligned tightly with Fifth Ray’s team to understand margin structure, product availability, supply chain limitations, and subscription economics. This enabled us to push more aggressively when contribution margin allowed - and pull back or protect efficiency when needed.
Our CRO efforts were equally important. Through iterative landing page testing - from layout changes to offer presentation to bundle optimisation - we consistently drove higher AOVs and improved conversion rates, compounding the performance gains from paid media.
We implemented the following:
- Shifted to blended NCPA measurement across Amazon + Shopify to reflect true business performance.
- Expanded creative diversity, improving spend distribution and unlocking incremental audiences.
- Tightened CPA targets based on real margin data, ensuring we scaled profitably.
- Ran AOV and offer experiments, including removing the welcome pop-up and optimising bundle structures.
- Executed extensive CRO testing, improving AOV and conversion rates through landing page optimisation.
- Strengthened upper and mid-funnel creative, supporting both subscriber growth and new customer acquisition.
Implemented Black Friday AOV experiments, increasing profitability during peak demand.
Hear from our partners
- Always be as consolidated as possible - Gone are the days of needing a new campaign weekly, creative strategy moves the needle. Less campaigns results in a cleaner, easier to manage approach meaning we can spend our time on what really matters.
- Going as broad as possible with targeting, as soon as possible - We should be aiming to go broad with targeting as soon as possible - Every sale you achieve on a broad audience makes the machine algo much smarter
- Don't force spend on ads, at any level of your ad account - You don't need to be forcing spend on creatives, if meta isn’t pushing spend to them, you already have your answer. Let the machine go to work and do its thing.
- Utilise Catalog ads correctly - We should always use catalog DPAs, but be aware of the role they play in your ad account and don’t try to scale them too hard - They push people over the line.
- Creative diversification is KEY - Creative is our targeting now - This is how we tap into different pockets of our audience, by utilising new creative formats.
