197%
increase in revenue YoY
16%
decrease in new customer CPA YoY
55.6%
Recovery Zone is a premium health and wellness brand offering a range of recovery-focused treatments and supplements. Their mission is to help clients optimise physical recovery and overall wellbeing through scientifically-backed products.
When Recovery Zone partnered with Defiant, they had a loyal customer base and strong product offering, but were struggling to compete against more aggressive brands in the digital space. Their creative testing lacked structure, their messaging was inconsistent, and competitors were dominating impression share on Meta. They needed a partner to elevate their creative strategy, align their brand, and increase performance through focused execution.
When we first partnered with Recovery Zone, they were facing challenges across both creative execution and competitive positioning. While they had a loyal audience and high-quality products, their digital performance was limited by a lack of testing, inconsistent brand presentation, and low visibility in key ad placements:
Recovery Zone came to us with a need for faster, more consistent creative testing. Previously, they were launching only a few ads per month, which limited insights and delayed optimisation. We introduced a structured creative testing system that allowed them to launch several new creatives each week. This gave us rapid feedback on which messaging angles and visuals performed best, allowing us to double down on high-converting ideas and build a scalable performance engine.
Although Recovery Zone had been running Google Ads before our partnership, their campaigns did not differentiate between new and returning users. We refined the structure by segmenting audiences based on engagement level. This allowed us to craft messaging tailored to cold prospects and re-engage existing audiences with more direct calls to action. This segmentation improved relevance and ensured that Google supported Meta’s top-of-funnel activity with high-intent traffic at the bottom of the funnel.
One of the first things we identified was a disconnect between Recovery Zone’s ad creatives and the look and feel of their website. To build a seamless brand experience, we worked closely with the client to align creative visuals, tone, and messaging across all touchpoints. This included reviewing landing pages, refreshing ad formats, and ensuring consistent brand storytelling throughout the funnel. As a result, users experienced a cohesive brand journey from initial ad engagement to final purchase.
