Cutting Costs, Doubling Wins: How Scale Science Revamped Sepura’s Ad Strategy

After firing one of Canada’s largest agencies, Sepura Home called in the scientists to cleanup the mess.

+209.71%

-66.35%

ROAS

-68.04%

nCPA

+89.07%

MER

Revenue

The Challenge

Sepura Home, a composting garbage disposal company, faced mounting challenges with its Meta advertising under its previous agency.

Sepura is a brand new technology brought to market and has a retail price double the cost of competitors such as InSinkErator, a company over 100 years old with majority market share. Needless to say, Sepura needed a very strategic approach to advertising on meta.

With Sepura's previous agency, ads were misaligned with customer intent and they were overspending on ineffective ads which led to poor performance metrics. Key issues included:

  • ROAS capped at 1.03. and 0.63 excluding BFCM

  • An unsustainable Marketing Efficiency Ratio (MER) of 97% and 159% excluding BFCM.

  • High Customer Acquisition Costs (Blended nCPA) at $529 and $968 excluding BFCM.

The ineffective strategy stifled growth, leaving Sepura Home unable to scale effectively.

The Approach

When Sepura transitioned to Scale Science, we implemented a multi-faceted approach to tackle these inefficiencies:

1) Precision Ad Optimization:

  • Paused underperforming ads immediately to stop excessive spend.

  • Deployed high-impact ad creatives informed by customer research and our Scientific Marketing Method.

2) Aligned Customer Journey:

  • Ensured ad traffic landed on relevant pages tailored to the messaging, e.g., septic-system-focused ads led to landing pages emphasizing Sepura’s benefits for septic homes.

3) Advanced Data Utilization:

  • Leveraged real-time data on early indicator performance metrics like target cost per initiate checkout to test creatives rapidly, identifying high-performing ads early.

  • Analyzed purchase behaviors to refine targeting and messaging further.

4) Refined Segmentation:

  • Balanced spend across profitable segments, avoiding over-reliance on one niche while expanding reach to untapped markets.

first 60 days

These adjustments lead to a dramatic improvement within just two months:

ROAS: +233.98% from 1.03 to 3.44.

nCPA: -71.23% from $529 to $152.20.

MER: -70.04% from 97% to 29.06%

The Results

Sepura had to cut adspend when working with Scale Science to put more capital into innovation - Compared to their previous agency, Scale Science had 40% less adspend and generated 89% more revenue. Scale Science transformed Sepura Home’s Meta advertising results, delivering dramatic improvements:

Previous Agency

Adspend

-

Revenue

-

ROAS

1.03

ncpa

$529

MER

97%

-39.81%

+89.07%

3.24

$178

31%

Scale Science Results Excluding BFCM:

  • Revenue: Increased revenue by +270%.

  • ROAS: Increased ROAS by +412.70% from 0.63 to 3.23.

  • Blended nCPA: Decreased nCPA by -79.86% from $968 to $195

  • MER: Decreased MER from 159% to 31%.

Key Takeaways

Scale Science’s strategic and customer-centric approach enabled Sepura Home to achieve record-breaking growth while cutting unnecessary costs. By aligning ads with customer intent, leveraging data-driven insights, and optimizing audience segmentation, Scale Science elevated Sepura’s Meta advertising to new heights.

Sepura Home is now poised for sustained success, equipped with a scalable and efficient marketing strategy delivered by Scale Science.