Goop Cut Wellness Prospecting CAC 76% in Our First Month
Goop brought us in to lower prospecting CAC on Meta across its skincare and wellness lines ahead of the holidays.
The Goal
✔ Lower Prospecting CAC
✔ Scale Into the Holiday Season
✔ Find New High-Value Audiences
The Solution
Lookalike Ladders
We built 1% and 2% lookalike audiences off Goop's highest-value customers. By our third month, the 1% high-LTV lookalike drove 76 purchases at $133.95 CAC inside one budget-optimized campaign.
Interest Stacks by Persona
We grouped interests around the Goop customer, like fans of Pure Barre, CorePower and SoulCycle.
Bid Limit Tests
We tested bid limits to find where volume and CAC balanced. Limits between $150 and $200 worked best. We then moved the winners into campaign budget optimization.
The Result
In our first month on the account, wellness prospecting CAC fell from $417.56 to $99.26. Skincare prospecting CAC fell from $246.42 to $109.25. Skincare add-to-cart retargeting CAC fell from $56.33 to $31.83.
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