34%
decrease in new customer CPA MoM
81%
increase in profit MoM
79%
FixBiome is a high-ticket gut health solution built to help customers reset their microbiome through targeted supplementation. The brand’s mission is to support people struggling with chronic symptoms by offering a comprehensive health kit rooted in science and gut health education.
When FixBiome came to Defiant Digital, they were losing money month after month. Their cost to acquire new customers was too high, ROAS was falling, and their top-of-funnel strategy wasn’t built to support a long purchase journey. They needed a new approach, one that would reduce acquisition costs, improve profitability, and turn Meta and Google from a cost center into a growth engine.
When FixBiome partnered with Defiant, they were struggling to scale a high-ticket product in a market flooded with impulse-buy health brands. Their core product required education, trust, and long-term commitment, but their ad strategy was built for quick wins. Conversions were low, CPAs were high, and month-on-month losses kept mounting. With no real top-of-funnel education, underutilised creative, and a misalignment between product and strategy, we needed to rebuild their paid media approach from the ground up.
FixBiome’s original campaigns treated a $450 gut health kit like a product consumers would purchase on impulse. This approach caused friction and burnt budget. We rebuilt the top of funnel to focus on education. Traffic campaigns sent people to advertorials, quizzes, and helpful articles about gut health. This built trust and interest before asking customers to make a purchasing decision which also lowered CPMs and brought in more qualified prospects.
After users engaged with the educational content, we followed up with retargeting campaigns focused on acquiring the sale. These ads utilised customer reviews, expert interviews, and real stories to build trust. Every piece of content was chosen to help buyers feel confident in their decision. This step helped turn interest into action, with better results and fewer touchpoints.
Rather than focusing solely on revenue, we prioritised profitability. By eliminating inefficient spend and restructuring the campaign strategy, we significantly reduced the cost of acquiring new customers and improved overall margins. Within one month, CPA dropped by 34%, profit increased by 81%, and blended ROAS rose by 79%. These results were driven by a long-term, customer-centric approach designed to align with real buying behaviour.
While Meta was the main driver for creating demand, we used Google Ads to capture high-intent traffic. Instead of relying on expensive search terms or shopping ads, we focused on branded search and smart retargeting. This helped catch users who had already seen Meta ads and were now looking up the brand or product. It also gave FixBiome more visibility when people were ready to buy, without blowing out the budget.
