Re-platformed and scaled paid Meta from $4k → $40k/mo

The brief

Halcyon Wellness came to us at $4k/mo in Meta spend with an 8-month-old Shopify storefront that converted at 0.7%. The product was strong — a clinically backed sleep supplement with raving customers — but every dollar of ad spend was leaking out of an under-optimized site.

The asks were simple to state, harder to deliver:

• Scale paid Meta without breaking blended CAC
• Rebuild the storefront for conversion + speed
• Do both inside one engagement, with one team

What we did

Weeks 1–2 — audit. We pulled their last 90 days of ad spend, mapped every campaign back to first-touch attribution, and graded the creative library against the top 50 brands in their category. Two of seven active campaigns were ROAS-positive. The other five were burning $14k/mo in unproductive learning phase.

Weeks 3–6 — site rebuild. We rebuilt the Shopify storefront from the ground up — custom theme, hand-coded product page, single-step checkout, server-side conversion API wired before launch. Day-one LCP went from 4.2s to 1.3s. Mobile conversion lifted 71% in week one.

Weeks 7–12 — paid scale. With a site that could actually convert, we 10×'d Meta spend in measured steps. Hypothesis-led creative rotation. Weekly kill list. Audiences rebuilt against post-purchase survey data.

What we shipped

• Rebuilt Shopify storefront (Next.js headless commerce)
• 14 net-new ad creatives produced + tested per month
• Server-side conversion API + iOS-resilient attribution layer
• Weekly performance report, single page

The numbers

• +612% YoY revenue — measured against the same 90 days the prior year
• CAC held flat while spend went up 10×
• Mobile conversion rate lifted from 0.7% to 1.9%
• LCP improved from 4.2s to 1.3s

What's next

Going into Q3 we're testing a subscription offer on the back of the existing one-time SKU, and expanding into TikTok Shop now that the Meta base is profitable.