Stroke Association

Reducing Meta CPA by 72.5%

Challenge

The CPA for Stroke Association’s Meta acquisition campaigns was rising above £320. Existing ads weren’t driving engagement or donations. The charity knew it wasn’t sustainable but they also couldn’t afford to turn off this major channel.

Stroke Association, Reducing Meta CPA by 72.5%
Stroke Association, Reducing Meta CPA by 72.5%

Solution

We developed a series of test sprints to measure how people reacted to different ways of presenting the Stroke Association’s work. Phase 1 tested a range of ads, defined by the charity’s area of work (medical research, survivor support and the helpline) and also by different creative approaches to storytelling. Phases 2 & 3 then took the winning ideas, and evolved them to get ever-closer to the perfect suite of Meta ads.

72.5

%
CPA REDUCTION
£

88

CPA IN PHASE 2

12 ad
variants tested

Result

Phase 1 testing reduced CPA to £119, a 63% reduction from the pre-test average. This gave the charity confidence to continue investing in the test process, and by the end of our sprint CPA had reduced to £88, cutting costs by 72.5%. The Stroke Association also had a strong portfolio of high-performing ads on a vital channel.

Stroke Association, Reducing Meta CPA by 72.5%