The Situation
Pals Health is a supplements brand that came to us after a previous agency left the Meta and Google Ads accounts in a state no one could trust. Spend was going out the door. Nothing about the reporting, the targeting, or the results could be taken at face value.
The initial ask was modest: rebuild the accounts cleanly and set them up in a way the internal team could eventually manage themselves.
Key Outcomes
- 50% reduction in customer acquisition cost shortly after launch
- 35% increase in customer volume over the same period
- Full Shopify and Klaviyo integration with real-time data alignment
- Campaign structure built around proven product-level demand, not evenly distributed spend
The Primary Challenge
The previous agency had left behind a system that looked functional on the surface and was broken underneath. Tracking was misaligned with actual conversions. Audiences were pulling from stale data. Campaigns were structured around assumptions instead of performance. Fixing it was not a tune-up. It was a teardown.
The initial engagement added a second constraint. The account had to be simple enough for internal handoff. Every simplification came at the cost of performance headroom. The system would work. It would not run as hard as it could.
The Goal
Rebuild the acquisition system with accurate tracking, clean platform integration, and campaign architecture aligned to actual product performance. The client would decide later whether to run it themselves or keep us on to scale it.
Our Approach
The Engagement Changed Mid-Build
Midway through the rebuild, the ceiling on a handoff-ready system became obvious. The client kept us on for ongoing management, which removed the simplification constraint and let us build the account we would have built if performance had been the scope from day one.
Shopify and Klaviyo, Wired Together
The foundation was data flow. We fully integrated Shopify with Klaviyo so that customer behavior, purchase history, and lead activity stayed synchronized across the stack in real time. That integration is what made everything downstream work. Targeting reflected real customers. Exclusions caught actual buyers. Audiences updated as the business updated. The previous setup had been working from stale snapshots. This one worked from live signal.
Spend Where the Demand Already Was
Most account rebuilds distribute spend evenly across a product catalog and let the platform figure out where the demand lives. That approach wastes the first several weeks of budget rediscovering demand the client had already proven. We pulled Shopify data to identify the highest-margin, highest-converting products and structured campaigns to prioritize them from the first day of spend. The learning phase started already pointed at demand instead of hunting for it.
A Top-of-Funnel Layer for Everything Else
Product-focused campaigns capture existing intent. They do not create it. We added an educational campaign layer designed to engage buyers earlier in the consideration process and capture leads before purchase intent was fully formed. Without this layer, the account could only harvest the demand that already existed. With it, the account started generating the next wave.
Why This Worked
Most rebuilds fail because they are built around how the client will operate the system, not how the system will perform.
Before: broken tracking, stale audiences, evenly distributed spend, no top-of-funnel capture, a team trying to drive a car that was missing half its wiring. After: real-time data flow, product-prioritized architecture, a layered funnel, and a rebuild designed for performance instead of ease of handoff.
A 50% drop in acquisition cost does not come from better creative or smarter bidding. It comes from fixing the plumbing underneath.
Strategic Takeaway
Build for performance, not for handoff. Simplicity makes a system easier to manage. It also makes it slower to grow.
