Our CAC on Meta has nearly doubled in the last year. We are in the fitness supplement niche, and it feels like we are just bidding against giants with infinite budgets. Are there any "under the radar" targeting strategies or creative formats that are still delivering high ROAS without requiring a $10k daily spend? How do you handle the current Advantage+ settings?
3 answers
In a high-competition niche like supplements, you have to stop fighting on "Interests" and start winning on "Creative." Meta's algorithm is now smart enough that your ad creative is your targeting. We’ve had huge success with "UGC-style" (User Generated Content) video ads that don't look like ads at all. Specifically, try the "Problem-Agitation-Solution" framework in a vertical 15-second Reel. Regarding Advantage+, don't give it full control. Use "Existing Customer Caps" to ensure your budget is actually finding new people rather than just retargeting your current fans. This forced expansion is often where the lower CAC leads are hiding.
Are you using "Broad" targeting with no interest filters at all, or are you still trying to micro-segment your audience into small groups?
Focus on your "Hook Rate." If you can't get people to stop scrolling in the first 2 seconds, your CAC will stay high regardless of your targeting or budget.
Rachel is 100% correct. We test at least 5 different "hooks" for every single ad body. Sometimes a simple text overlay change can cut your CAC in half.
Christopher, we switched to "Broad" targeting three months ago and were terrified at first, but the results were shocking. By removing the interest layers, we gave the algorithm more room to find people we hadn't even considered. Our CPC dropped by 30% because we weren't bidding in the same overcrowded interest pools. The key is having a very clear offer in the first 3 seconds of the video so the AI knows exactly who to show it to based on who stops to watch. It requires more trust in the platform, but for scaling, it's the only way.