Reduced CAC by 50%, scaled revenue and doubled performance efficiency in just 3 months.

About Amyra Farms

Amyra Farms sells premium Ayurvedic foods and was spending real money to sell them. The returns came back polite and underwhelming. The product was not the problem. CAC sat too high, ROAS moved around without explanation, and the ads never quite said why the food was worth its price. The Shizz took the account as a performance engagement with a creative brief attached, because the two could not be separated: media cannot fix a pitch that is not landing, and better creative is wasted on a funnel that treats every visitor the same.

Over three months CAC dropped more than 50% and ROAS doubled, on a brand story that got stronger rather than cheaper.

The challenge

Decent spend, underwhelming returns. CAC was too high and ROAS was inconsistent, which is harder to solve than ROAS simply being low: an unstable number means the account is not learning, so every week's decision is a guess. The premium Ayurvedic positioning sailed straight over cold audiences. Ayurveda asks a buyer to accept a claim about how something works, and a stranger has no reason to extend that credit to a brand they met a moment earlier.

The funnel also made no distinction between someone discovering Amyra Farms and someone ready to buy. Everyone got the same message, so nobody got the right one. Prospecting creative was being asked to close, and closing creative was being spent on strangers.

What we corrected

The purchase journey was taken apart step by step to find where money leaked, then CAC was attacked without flattening the brand story to do it. The quickest way to cut CAC is to discount and sell on price, and for a premium Ayurvedic brand that trade destroys the thing being sold. Instead the campaigns were rebuilt as a true full funnel, with distinct creative for the top, middle and bottom.

Top-of-funnel work earns attention and explains the category. Middle work carries the reason to believe: ingredient, sourcing, heritage. Bottom work removes the last friction for someone already convinced. Amyra's Ayurvedic stories got sharper hooks and the right format at each stage, so the premium finally read as premium.

Our approach

The pitch was rewritten, not just the targeting. Scroll-stopping statics carried the first impression, founder-led video carried credibility, and ingredient-led hooks made purity, heritage and function impossible to miss. Founder video works here for a specific reason: a person on camera making a claim is accountable for it in a way a product shot is not. The media plan went cohort-specific.

New users, repeat buyers and subscription prospects each saw their own offer and message, so budget stopped paying to re-acquire people the brand already owned. A/B testing ran relentlessly, and the point of that cadence is speed of elimination: the sooner a losing hook is killed, the more of the month's budget the winning hook gets.

The results

In three months CAC dropped more than 50%, which changed the arithmetic of acquisition rather than merely improving it. ROAS jumped, doubling over the same period. Conversion strengthened and retention deepened, so growth compounded instead of leaking out of the back of the funnel. Revenue climbed steadily month on month. The pairing is the interesting part.

Retention improving while CAC fell means the cheaper customers were not worse customers, which is the usual penalty for chasing volume. Amyra Farms came out of the quarter with a performance engine matched to the product it was selling, and creative that could be scaled rather than replaced.

What full-funnel really means for an Ayurvedic or supplement brand

A high customer acquisition cost is a symptom, not a diagnosis. It can mean weak creative, an audience that was never in market, a landing page that loses people after the click, or a first order too small to pay for itself. Each has a different fix, and one averaged number hides which is live. Full funnel is the discipline that separates them. Cold audiences are sold the category. Warm audiences are sold the reason to believe. For Ayurvedic and supplement brands the middle stage carries most of the weight, because the purchase turns on believing a claim a photograph cannot prove.

That is where provenance, the person behind the formulation and the mechanism of action belong. Put that material at the top of the funnel and it is spent on people who have not asked the question yet. Leave it out entirely and the brand ends up arguing on price against products making the same promise.

What we ran

On Amyra Farms, The Shizz ran Google Ads, Creative Strategy, Content Creation, Retention Marketing Consultation and CRO Consultation.