Case Story: Dental Health Brand

Early results at a glance

• 34% Lower New-Customer CPA on Meta
• 83% Increase in Google ROAS
• 13.8% Increase in Google-Attributed Revenue

About Our Client

Industry: Dental health and consumer wellness
Company size: Large omnichannel consumer brand
Deliverables: Paid media management, campaign optimization, audience strategy, product-feed prioritization, paid social creative testing, measurement, and recurring reporting

Background

A large omnichannel dental health brand was rebuilding focus on its direct-to-consumer channel after a period in which DTC had been deprioritized. The brand needed a sharper way to manage acquisition across paid social and paid search, understand new-customer performance, and create a stronger rhythm for creative and audience testing.

Avenue Z joined the team to bring greater structure to the channel mix, improve the quality of acquisition signals, and turn performance data into clearer investment decisions.

Goals

• Improve new-customer acquisition efficiency across Meta and Google.
• Separate new-customer performance from existing-customer and non-transactional activity.
• Strengthen campaign, audience, and product-feed structure.
• Build a repeatable creative testing and reporting cadence.

Results

Meta

34%

Lower new-customer CPA

39%

Increase in ROAS to 2.07x

Google

83%

Increase in ROAS to 3.11x

17.1%

Lower new-customer CPA

13.8%

Increase in Google-attributed revenue

Google delivered these gains while spend declined 37.8%. On Meta, spend declined 49% as new-customer CPA and ROAS improved.

The Method

Avenue Z built a focused paid-media operating system around cleaner signals, sharper channel management, and more consistent testing.

Cleaner acquisition signals

We refined audience and conversion logic to focus reporting on new-customer acquisition. Existing customers, non-transactional conversions, and $0 orders were excluded from the relevant views.

Smarter channel and feed management

On Meta, we managed campaign structure, audience strategy, budget allocation, and ongoing optimization. On Google, we refined campaign structure and product-feed prioritization, including the removal or deprioritization of lower-performing items where appropriate.

A stronger creative testing rhythm

The engagement included a recurring paid social creative program with new concepts and formats developed for testing. User-generated-style assets, product-benefit storytelling, and platform-native variations gave the media program more opportunities to learn.

Reporting built for action

Weekly and biweekly reporting connected spend, revenue, ROAS, new-customer CPA, acquisition volume, and channel-level trends. The result was a clearer view of where performance was improving and where the next optimization opportunity sat.

Operational Impact

Avenue Z helped the brand establish a more disciplined acquisition system across its priority channels. With cleaner measurement, stronger creative inputs, and a clearer view of efficiency, the team had a stronger foundation for making paid-media decisions and developing the DTC channel.