Paid Media / E-commerce
Health-Tech E-commerce Funnel & ROAS Improvement
A niche product was being pushed toward purchase before customers understood it. I reshaped the education journey, audience strategy, and campaign structure, contributing to ROAS above 5 and a 40% reduction in CAC.
The context
The product solved a specific health and lifestyle problem, but the market needed education before purchase. Direct purchase campaigns were creating high acquisition costs and checkout drop-off because users did not fully understand the product value.
What stood out
The audience needed a lower-friction way to learn, self-diagnose the problem, and understand why the product mattered before being pushed toward purchase.
The approach
Shift from direct selling to an education-first conversion path, using an interactive quiz, segment-specific messaging, and staged optimization goals that matched user intent.
How it came together
Built a quiz landing page, tested quiz completion and landing-page-view goals, segmented campaigns for corporate employees, gamers, and freelancers, aligned ad angles to each use case, and refined the path from quiz result to purchase.
What changed
The campaign reached ROAS above 5, reduced CAC by 40% overall, created an 11% quiz-to-purchase conversion path, reduced upper-funnel acquisition cost by 50% in a later optimization step, and improved CTR by 20%.
What I took from it
For niche products, performance improves when paid media does not force a purchase conversation too early. Education, segmentation, and funnel commitment level can change the economics of acquisition.
What this work shows
Meta campaign strategy, e-commerce funnel design, demand generation, landing-page planning, audience segmentation, and ROAS/CAC optimization.
Tools and platforms
- Meta Ads
- Landing pages
- Quiz funnel
- GA4
- Sheets