Scaling Nic Nac Naturals on Meta in a Restricted Category
Relaunching and scaling new-customer acquisition on Meta for a natural nicotine pouch brand in a restricted ad category.
Here's what we did
Relaunched the account with compliance-reviewed copy and creative, split into a Creative Test campaign and a cost-capped Evergreen campaign. Acquisition campaigns excluded past purchasers, so every dollar went to new customers. The brief was new-customer sales at a 1.25× ROAS on $15K a month.
Used cost controls to set a performance floor before scaling. CPA fell from $52 on the first weekend to $36 for June, and the client raised the budget from a planned $15K a month to $60K.
Worked with the agency's creative team on a concept-and-iteration system (one concept, five iterations, feed and vertical cuts of each) and promoted winners into the scale campaign. Static concepts led the first breakout, and when the client pulled a top video over a creator dispute, a replacement with a 36% hook rate took over purchase volume within a week.
Kept the account live in a restricted category: appealed ad rejections as they came, excluded six no-ship states from delivery, removed Audience Network, and ran a July 4th sale campaign that returned 1.79×.