How We Scaled a Conversation Card Business to 2.5x Purchase Growth in 3 Months While Cutting CAC by 20%
Jul 21, 2025
About the Business
This DTC e-commerce brand sells card-based conversation starters designed to spark deeper connections—whether on first dates, at family dinners, or during relationship check-ins. The product bridges entertainment and emotional intimacy, offering a structured way to foster meaningful dialogue in an increasingly digital world.
The Challenge
After achieving strong initial growth through Facebook ads, the brand hit a classic scaling wall:
Customer Acquisition Costs (CAC) were rising, squeezing margins
Top-of-funnel growth felt unpredictable and expensive
Scaling ad spend didn’t reliably lead to proportional growth in purchases
The mission was clear: scale Facebook ads while maintaining—or reducing—CAC.
My Approach
I started by auditing the ad account with a sharp focus on segmentation. This wasn’t just about demographics—it was about buying intent, emotional context, and relationship dynamics. The goal was to identify distinct customer avatars based on:
Age, gender, and relationship status
Use cases (e.g., dating, family game night, couple therapy support)
Behavioral data and messaging resonance
Once the audiences were redefined, I realigned ad messaging and creative around the emotional value of the product—not just the utility.
The Results (Month by Month)
Month 1
Identified and isolated high-intent customer avatars. Adjusted creative and campaign structure to reflect different emotional use cases.
Month 2
Early signs of efficiency: CAC dropped by 5%. Purchases stabilized even as we began scaling budgets modestly.
Month 3
Scaled up purchases by 70%. Introduced new creative variants, layered in UGC, and focused heavily on retargeting warm audiences. CAC dropped by 20%.
Month 4
With systems in place and performance steady, we scaled to achieve a 2.5x increase in total purchases compared to March—while maintaining the reduced CAC baseline.
Conclusion
This project proved something I’ve seen time and again: growth isn’t just about spending more—it’s about knowing who you’re talking to and why they buy.
By digging deep into customer psychology, fine-tuning creative to match emotional drivers, and scaling intentionally, I helped this conversation card brand unlock the next phase of its growth—profitably.
If your e-commerce brand has hit a performance plateau or struggles with rising CAC as you scale, know this: the solution isn’t always a bigger budget. Sometimes, it’s a sharper lens.