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) 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. Adding bold text overlays and captions made 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 dynamically tested creative angles, exploring themes like “before and after” transformations, dating confidence boosts, and customer review overlays. By rapidly iterating on these concepts, we identified effective messaging that resonated with different segments. 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. Excluding high-wait-time locations controlled CPL, while balancing spend between ASC and Campaign Budget Optimization (CBO) campaigns enhanced ad reach and efficiency.

Maintaining Stability in Competitive Periods

During competitive periods like election season and Black Friday/Cyber Monday (BFCM), we managed budgets and creative rotations to maintain performance stability. Launching holiday-specific ads and adapting budgets to changing costs helped us navigate competition. Conversion API (CAPI) and event tracking improved data reliability, enabling precise tracking and optimized campaign adjustments.

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.