For weeks, we were in the weeds trying to lower the Customer Acquisition Cost (CAC) for a women’s wear brand. We tested every creative format—videos, carousels, statics, highlights, features, solutions—but nothing moved the needle.
We thought we had a targeting or platform issue. The truth was far simpler, discovered during a deep dive with the team of experts at leading ecommerce marketing agency:
Analysed and Lower the Customer Acquisition COST (CAC)
We analyzed our purchase data and found a dominant pattern: the vast majority of our revenue came from women aged 45 to 55.
The realization hit hard: We were running ads featuring a model in her early 20s.
The Disconnect: Our primary purchasing audience could not see themselves represented in the clothing, leading to low resonance and high rejection at the ad level. All that ad spend was wasted on creatives that simply didn’t connect.
The Immediate Fix & The Result
We scrapped our content calendar and organized a new shoot using a model who authentically reflected the 45–55 age group.
The results were instantaneous and dramatic:
CAC dropped significantly the very next day.
We achieved the best ROAS (Return on Ad Spend) the brand had seen in the last 90 days.
The Key Takeaway for All D2C Brands:
Before you blame ad budgets, optimization algorithms, or copy: look at the faces in your ads.
If your creative talent does not authentically represent or resonate with your actual paying buyer, you will consistently pay a premium for every single customer. Congruence trumps high-polish production value every time.