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How We Reduced CAC by 64% for NovaKid with Creative Testing and Optimized Messaging

Author

Aazar Shad
February 05, 2025

Consultants who worked on this project: Agata Kryztofik, Aazar Ali Shad, and Naushad Lalani

NovaKid faced big challenges with its paid advertising campaigns in Saudi Arabia (KSA). 

The most pressing issue was High Customer Acquisition Costs (CAC).

Google Ads’ CAC had risen by 116% in just one month. The Facebook campaigns were poorly structured, with overlapping targeting and static ads suffering from creative fatigue. This led to wasted spend and poor conversions.

NovaKid needed a fresh approach to lower CAC and boost results.

The Performers were instrumental in coaching us on ways to lower our customer acquisition costs (CAC) through a well-structured growth marketing strategy. They took the time to deeply understand our market and tailored campaigns that drove quality traffic while optimizing spend. Their data-driven approach, combined with creative execution, not only improved efficiency but also boosted our overall marketing ROI. The Performers' expertise and proactive insights were invaluable to the success of our project. — Kate Busby, Head of Marketing, NovaKid

Here’s How We Helped Them

We introduced a new strategy for NovaKid. It focused on creative testing, message optimization, and better campaign structures.

Creative Testing

NovaKid tested a mix of video and static ad formats. Top-performing formats included:

  • Before & After

  • Us vs. Them

  • Old Me vs. New Me

The "Old Me vs. New Me" video format stood out. It reduced CAC by 64% in just six weeks. Transformation-themed ads performed best, with strong hook and hold rates.

Message Optimization

NovaKid tested 27 different messages to find what worked. Winning messages focused on outcomes and aspirations.

Campaign Restructuring

Campaigns were restructured for better efficiency:

  • Google Ads: Consolidated Performance Max campaigns to reduce overlap and waste. Switched to "Maximize Conversions" bidding for cost control.

  • Meta Ads: Used broad targeting, allowing algorithms to identify high-value audiences.

The Results

The revamped strategy delivered remarkable results.

CAC Reduction:

  • Facebook campaigns reduced CAC by 64% (caveat: a good seasons also helped) 

  • Google Ads achieved a 72% decrease in CAC through better structure and targeting.

Improved Metrics:

  • Cost per Booking (CPB) dropped by 29%.

  • Cost per Trial Success (CPTS) decreased by 19%.

  • Video formats achieved high engagement, with some holding audience attention for up to 15.8%.

Enhanced Engagement:

  • New Messaging delivered a 42% trial success rate.

  • Transformation-focused video ads created emotional connections, leading to faster decisions.

NovaKid’s creative testing and message optimization strategy delivered outstanding results. They reduced CAC, boosted engagement, and built stronger audience connections.

Want similar results? Book a strategy call.

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