Meta Ads

Our Meta Ads implementation for Edge Electrolytes leveraged a sophisticated product-angle approach rarely seen in supplement marketing. Rather than the common tactic of consolidating all products into broad campaigns, we created dedicated campaigns for each of Edge's bestselling SKUs, with separate campaigns for identical products targeting different benefits and audience segments. This nuanced structure proved particularly effective for their ocean mineral electrolytes, where performance, natural sourcing, and recovery messaging each resonated with distinct customer groups. By maintaining separation between these angles, we achieved parallel scaling across multiple audience segments simultaneously.

Our shift to click-based attribution eliminated the misleading metrics that often inflate marketing results, while our profit-focused cost controls allowed for dynamic spending adjustments based on real-time conversion patterns, maximising efficient growth during high-demand periods while protecting profitability when conversion costs increased.

Landing Pages

To maximise the performance of our product-angle campaign structure, we developed custom landing pages for every customer persona and ad angle that demonstrated traction on Meta. Each landing page was built to speak directly to the specific benefit or audience segment being targeted, whether that was performance, natural sourcing, or recovery, creating a seamless and highly relevant experience from ad click to conversion.

Without these dedicated landers, many of our highest-performing angles simply would not have converted. Sending traffic from a recovery-focused ad to a generic product page or homepage creates a disconnect that consistently undermines performance, regardless of how compelling the creative is. The specificity of our landing pages was instrumental in allowing these angles to scale. They completed the message the ad started, rather than leaving the customer to connect the dots themselves.

This end-to-end alignment between ad creative and landing page experience is a core reason the campaigns performed at the level they did, and reflects our belief that conversion rate optimisation begins long before someone reaches the checkout.

Growth Strategy

For Edge Electrolytes, our growth strategy leveraged their excellent customer retention to pursue an aggressive yet sustainable expansion plan. After auditing their historical performance data, we identified that their impressive repeat purchase behaviour justified a near break-even new customer acquisition approach, knowing each customer would generate significant lifetime value. This strategy was particularly viable given the financial stability provided by their B2B and wholesale channels.

Our implementation of Factor's daily profit tracking system revolutionised their visibility into acquisition economics, allowing for immediate tactical adjustments rather than month-end surprises. By creating detailed forecasting models for both returning and new customer revenue, we established precisely calibrated targets across all levels of the business, from overall revenue goals down to specific Meta campaign metrics, providing a clear scaling roadmap that balanced aggressive growth with long-term profitability.

The integrated approach of our Growth System eliminated the guesswork and ambiguity typically associated with scaling, replacing it with a proven framework for profitable growth.