Cost per Sale Down 41%in 30 Days.
Agency 6B × An E-Comm Baby Brand · January to February 2024
A mom-owned e-comm brand makes bedding and play gear for babies and toddlers and sells direct to parents through its own store. Its founder ran the ad account herself until Agency 6B rebuilt it. Thirty days later, sales cost $19.54 each.
$19.54
Cost per sale
after the rebuild
41%
Lower cost per sale
than the evergreen sales ads
$1.55
Cost per lead
from a first-order offer
179
New leads
in about two weeks
Presence and VisibilityDemand GenerationPipeline ArchitectureNurture and RetentionConversion InfrastructureRevenue Intelligence
The brand sells bedding and play gear for babies and toddlers from its own store. Its founder ran her own Meta ads through the holidays, and her best past buyers had spent over $180 an order.
The holiday sale converted at $16.77 a sale. Once it ended, her evergreen sales ads cost $33.35 a sale.
She brought in Agency 6B, a growth partner for founder-led businesses, for a 30-day rebuild. The goal was a bigger email list and a cost per sale at or under $25. Agency 6B audited the store, ad account, email platform and analytics in one session, then rebuilt the account around a first-order offer and new audiences.
Figures verified from the client's Meta Ads Manager records.
Sales Cost Twice as Much Once the Holiday Sale Ended.
The holiday sale converted at $16.77 a sale. Every evergreen campaign after it cost $33 or more, so the rebuild went after the evergreen number.
The rebuilt account sells under the $25 goal.
Cost per sale by campaign. The new audience runs 41% below the evergreen ads.
| Campaign | Period | Sales | Cost per sale |
|---|---|---|---|
| Holiday sale | Q4 2023 | 46 | $16.77 |
| Evergreen sales ads | Q4 2023 | 26 | $33.35 |
| Catalog remarketing | Q4 2023 | 22 | $33.75 |
| Product feature ads | Q4 2023 | 10 | $49.52 |
| New retargeting audience | Feb. 1–8, 2024 | 6 | $19.54 |
Source: the client's Meta Ads Manager, October to December 2023 and Feb. 1–8, 2024. Catalog remarketing uses a 1-day click window; the rest use 7-day click or 1-day view.
A First-Order Discount Built the List at $1.55 a Lead.
Agency 6B set the entry offer at 10% off the first order and put it on an on-platform lead form, so parents signed up without leaving the feed. The form collected 179 leads in about two weeks.
$1.55
Cost per lead
From an on-platform form with a first-order offer.
93%
Below the Meta average cost per lead
Against the all-industry average in the WordStream and LocaliQ 2024 benchmarks.
Benchmark: the Meta average cost per lead is $21.98 across all industries, per the WordStream and LocaliQ 2024 Facebook Ads Benchmarks (campaigns from February 2023 to April 2024).
Lookalikes of the Best Buyers Pulled Cost per Sale Under $25.
The old evergreen campaign kept selling because its audience mirrored past buyers who spent over $180. Agency 6B carried that logic into a new retargeting audience built on 90 days of site visitors, and cost per sale fell each week.
| Window | Cost per sale |
|---|---|
| Launch through Feb. 2 | $44.82 |
| Feb. 1–7 | $24.65 |
| Feb. 1–8 | $19.54 |
The goal was $25 a sale. The new audience beat it in its second week.
What the Brand Carries Forward.
Everything Agency 6B builds stays with the client, from the ad account to every audience built inside it.
An Account Built in Stages
Prospecting feeds the list. Retargeting turns site visitors into buyers.
Audiences She Owns
Lookalikes of her highest-value buyers and of 90 days of site traffic, plus engagement audiences from Instagram and Facebook.
A Lead Form With a First-Order Offer
It keeps adding subscribers at a known cost per lead.
A Rule for Judging Every Audience
An audience is working when the campaign hits its objective at the target cost. Add budget and time while that cost keeps falling.
Want to Know What Your Next Sale Should Cost?
Agency 6B is a growth partner for founder-led businesses generating $1M or more annually. We set the offer, build the audiences and tie every campaign to the sales it closed.