Norvella was spending €180k a month at a blended CAC of €61. Ninety days later the spend was higher and the CAC was €40. Here is the sequence.
Step one: consolidate before you optimise
The account had 47 active ad sets, most of them starved of data. We collapsed it to six, gave each enough budget to exit learning, and killed every duplicate audience.
What we turned off
- Broad retargeting to anyone who touched the site in 180 days.
- Catalogue ads running against the full SKU list.
- Three legacy landing pages nobody had opened in a year.
- Discount codes stacked on already-discounted bundles.
The result
Contribution margin per order rose 22% while volume grew. Fewer, better-funded campaigns and a weekly creative drop did most of the work.
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