Introduction to Honeydew Care’s Challenge

Honeydew Care, a telehealth platform for acne treatment, partnered with our agency to overcome high cost-per-lead (CPL) and inconsistent conversion rates on Meta ads. We focused on enhancing both creative strategy and ad account management to achieve better outcomes. Through targeted creative adjustments and refined audience segmentation, Honeydew Care achieved lower CPL, higher engagement, and more effective advertising.

Leveraging UGC to Boost Engagement

We implemented user-generated content (UGC) mashups and testimonial videos to make ads more authentic and relatable. TikTok-style videos featuring real users discussing their acne care journeys resonated with Honeydew’s audience. We did a complete facelift of all of their top performing organic social assets, adding bold text overlays and captions to make the ads accessible for sound-off viewers, instantly communicating key benefits. These changes led to higher click-through rates (CTR) and a significant reduction in CPL.

Testing and Scaling Winning Creatives

Our team built out a messaging matrix and dynamically tested creative angles, exploring themes like “before and after” transformations, dating confidence boosts, and customer review overlays. We tested stylized static and carousel ads, enabling the creative diversity necessary to allow the Meta algorithm to thrive. Additionally, we did rigorous messaging testing across all of the potential treatment options Honeydew Care enables, isolating Accutane and Doxycycline as the main two conversion driver and simplifying our future creative iteration process. Winning creatives were scaled across various formats—carousels, gifs, and static images—maintaining message consistency while diversifying ad engagement.

Strategic Ad Account Optimizations

We maximized the impact of top-performing creatives through ad account optimizations. Advantage+ Shopping Campaigns (ASC) automatically scaled winning ads, while bid cap adjustments ensured efficient spend on our creative test campaign. Excluding high-wait-time Geos and poor converting age groups controlled CPL, while balancing spend between ASC and Campaign Budget Optimization (CBO) testing campaigns enhanced ad reach and efficiency.

Summary

Combining audience-driven creative strategies with precise ad optimizations revitalized Honeydew Care’s Meta ad performance. Our focus on relatable UGC, efficient budget allocation, and targeted adjustments lowered CPL and boosted engagement. Honeydew Care’s Meta advertising now operates with a scalable structure, positioning the brand for growth and consistent results in the competitive telehealth market.