This project focused on scaling a US-based fitness equipment brand selling a total body, freestanding workout system. Unlike low-ticket eCommerce, this product required higher customer trust, longer consideration cycles, and stronger pre-purchase education. Over the campaign period, paid social was used as the primary acquisition channel to generate consistent, high-value purchases.
- Fb ads
Driving Scalable Revenue for a High-Ticket Home Fitness Brand in the US
overview
1 Year
Duration
fb & insta adds
Platform
United States
Market
The Challenge
The brand faced three core challenges:
High Average Order Value (AOV)
The product’s premium price meant fewer impulse purchases and a longer decision-making process.
Education-Heavy
Purchase
Customers needed to understand functionality, safety, space requirements, and exercise variety before committing.
Scaling Without Breaking
Efficiency
While volume was achievable, maintaining profitability at scale required strict CPA control and funnel alignment.
Strategy & Execution
A Three-Pillar Approach to Sustainable Growth
Funnel-Based Campaign Structure
- Top-of-funnel campaigns focused on video and lifestyle creatives demonstrating real workouts.
- Middle-of-funnel campaigns retargeted video viewers and site visitors with product breakdowns and benefit-driven messaging.
- Bottom-of-funnel campaigns targeted high-intent users with social proof, testimonials, and offer reinforcement.
Creative Approach
- Demonstration-first creatives showing multiple workout variations to communicate versatility.
- Used real people and in-home setups to reduce perceived risk.
- Highlighted outcomes: strength, convenience, and time efficiency rather than features alone.
Audience & Targeting
- Scaled primarily using broad and lookalike audiences.
- Retargeted warm users aggressively, knowing the longer consideration window.
- Segmented retargeting by engagement depth to deliver the right message at the right stage.
Budget & Performance Control
- Scaling was handled incrementally to avoid CPA spikes.
- Underperforming ad sets were paused quickly.
- Campaigns were optimized for purchase events, not leads or traffic, ensuring revenue-focused delivery.
Results
$394,749 in attributed revenue
Across 12 months, the account delivered strong and sustainable growth:
what made this work:
Strong contribution from retargeting and DPA campaigns, sustaining profitability during seasonal shifts
$217064
Total Ad Spend
$394749
Total Revenue Generated
1.81x
Overall ROAS
Profitable
Cost Per Purchase
Most importantly, performance remained profitable without aggressive budget increases, proving the structure was sustainable.
Key Takeaways
$394,749 in attributed revenue
Retargeting is where profitability is built for longer decision cycles.
Creative that demonstrates real use cases outperforms polished product-only ads.
High-ticket products require education, not urgency alone.
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