How we more than
doubled a supplements
brand's revenue —
profitably.
A DTC Supplements Brand / Google Ads + Meta Ads
DTC Supplements Brand
Anonymised at client's request
DTC / Health & Supplements
Google Ads · Meta Ads
12 months
4.3× blended ROAS
The Brief
A direct-to-consumer supplements brand with a genuinely good product and customers who kept reordering. On paper, everything a brand needs to scale. In practice, growth had flattened — and every month it cost more just to stand still.
Nearly everything rode on Meta prospecting, where rising CPMs were quietly eating the margin. Google was barely used — brand search and nothing else. And since the iOS tracking changes, nobody could say with confidence which channel was finding new customers and which was just taking credit for them.
The founder's brief was clear: scale, but not at any cost. Grow the top line without setting fire to the margin underneath it.
Initial Situation
- Over-reliant on Meta prospecting, with rising CPMs steadily eroding margin
- Google limited to brand search — no Shopping, no non-brand, high-intent demand going to competitors
- Attribution a mess post-iOS — no confident read on new customers versus repeat buyers
What We Did
Channel Rebalance
We gave each channel one job and let it do it well. Google Shopping and non-brand Search went live to capture people already searching the category. Meta was repositioned onto what it does best — finding new customers with strong creative. Two channels, two jobs, no more paying twice for the same sale.
Creative Testing Engine
We stood up a weekly creative testing cadence — UGC, education-led angles, founder story — with every health claim kept the right side of the ad rules. Winners scaled, losers were cut fast. In supplements, the creative is the targeting, so we treated it that way.
Subscription-First Economics
We moved the whole account off first-order ROAS and onto lifetime value. Campaigns and landing pages were rebuilt to push first-time buyers onto subscription, and tracking went server-side so the numbers we optimised against were real. Every customer became worth more over time — which is what makes scaling safe.
Two channels, two jobs
Meta's job
Find new customers
- Weekly creative testing — UGC, education-led angles, founder story
- Winners scaled, losers cut fast; every claim inside the ad rules
- Judged on new customers acquired, not blended vanity ROAS
Google's job
Capture existing demand
- Shopping and non-brand Search switched on for the first time
- Category demand captured at the moment of intent
- No overlap with Meta — no more paying twice for the same sale
One goal underneath both: move first orders onto subscription, so every customer becomes worth more than the ad that found them.
2.4×Subscription sign-ups
The Results
Blended return on ad spend
Google + Meta combined4.3×
A blended return above 4× held steady as spend scaled — the difference between growth that drains the bank account and growth that funds itself.
-27%
Cost per acquisition
+142%
Revenue (12 months)
2.4×
Subscription sign-ups
All figures are taken from the client's own ad accounts and server-side tracking. Blended ROAS is total tracked revenue over total ad spend across Google and Meta for the 12 months covered by this case study.
"We'd hit a ceiling on Meta and every month it cost more just to stay still. Qwestyon rebuilt the whole setup — got Google actually pulling its weight, fixed our tracking, and pointed everything at subscription instead of one-off sales. We've more than doubled revenue, profitably. Adam treats our budget like it's his own money, which is exactly what you want in an agency."
Founder
Scaling but not profiting?
If growth is getting more expensive every month, the problem usually isn't the product — it's channel roles, tracking, and what you're optimising for. We'll tell you which. No pitch, no fluff.