Sports Psychology Service for Children

A specialist sports psychology service for children came to us with ads that hadn’t worked before. Eight weeks later, conversions had doubled and cost per acquisition was down 16%.

• 100% increase in conversions (14 to 28) in 8 weeks
• 16% drop in cost per acquisition
• 75% lower CPA in the standout week, against the campaign average
• 6 original ad creatives, refreshed weekly from there

The problem

The business had run ads before, and they hadn’t landed. That’s not nothing to work with though. A failed campaign leaves a trail: what the audience didn’t respond to, what felt off-brand, what got scrolled past. We started knowing roughly what didn’t work, which meant we weren’t guessing from zero.

What we did

We started with discovery, getting properly familiar with the brand before touching a single ad. Customer personas came next, built so we knew exactly who we were talking to and what would make a parent stop scrolling for a service like this.

Working alongside our Meta Ads partner, we built the strategy, took it back to the client for sign-off, then moved into creative. The first round was six ad creatives with different hooks, both visual and spoken, testing what actually caught attention. We leaned into a talking-head UGC style rather than polished brand video, since it reads as more trustworthy for a service parents are choosing on behalf of their children.

Once the data started showing where the wins were, we doubled down. Rather than letting the same handful of ads run until they went stale, we produced fresh hooks weekly, keeping the creative pool moving so Meta’s algorithm always had something new to test and the ads kept earning attention instead of fatigue.

Where things stand

Over eight weeks, conversions doubled from 14 to 28, and cost per acquisition dropped 16%. One week in particular stood out: CPA came in more than 75% below the campaign average, proof of what the account could do at its best once the creative and targeting were dialled in.