01
The Mom
$88 avg CPA. Highest volume. Multiple creator profiles tested.
All case studies
Case Study · Proper Wild
Proper Wild
Focus Gummies
From $129 CPA and a channel they were ready to shut down to $94 CPA, six figures a month, and still improving.
-27%
CPA Reduction
$129 → $94, still dropping toward $75 target
+107%
Spend Scaled
$54K → $112K per month
+84%
ROAS Improvement
Efficiency improving every month
Proper Wild had a channel problem. A previous agency had been running paid social with CPA at $129, and at its worst, $165. For a supplement brand whose business model depends on repeat purchase, that made the channel mathematically indefensible. The question wasn’t how to improve the ads. It was whether paid social was even a viable acquisition channel for this brand.
“The hook rate is good and the conversion rate is really good.”
Lennon Rubin · Co-Founder, Proper Wild · April 2026
Rubin had been among the most skeptical that the channel could work at their price point.
Why the results kept improving
Five personas. Systematic variable testing.
Augusta identified five distinct buying personas through customer review mining, Reddit, community forums, competitor analysis, and adjacent-market research. The Mom, the Guilt-Free Consumer, the 3PM-Slump Sufferer, the Older Professional, and the Clean-Energy Seeker. Each persona got its own angles, hooks, frameworks, and creative direction (more on the system in our process).
In performance creative, the concept is only one variable. The angle matters. The moment the ad opens on matters. The framework matters. And the creator delivering the concept matters just as much as the concept itself.
Augusta tests each of these variables independently, which is what makes the results compound rather than plateau.
Variable Test
Same concept, different variables · AdNova| Variable tested | Test A | Test B | Test C |
|---|---|---|---|
| Persona / Angle | Mom | Mom | Guilt-Free |
| Creative Concept | Same | Same | Different |
| Framework | Same | Same | Different |
| Landing Page | Same | Same | Different |
| Creator Profile | Brand profile | New creator | New creator |
| CPA Result | $90.49 | $55.00 | $49.47 |
“When you test every variable systematically, you don’t get one winner. You get a compounding playbook.”
The brand profile had been running at $90 CPA, not at target. Switching the creator dropped it to $55. Testing a different angle and creator combination produced $49. Neither was luck. Both were the output of a structured variable test that told Augusta exactly what to do next: more creators matched to proven personas, and keep isolating the variables that move the number.
Five Identified Buying Personas
Each persona, its own creative system.
02
The Guilt-Free Consumer
$79 avg CPA. Two creators now below the $75 target.
03
The 3PM-Slump Sufferer
Highest click-to-purchase rate in the account.
04
The Older Professional
Early CPA positive. Creator testing in progress.
05
The Clean-Energy Seeker
Active angle testing. Signals developing.
CPA Trajectory
$129 to $94. Six months.
CPA peaked at $165 before the new system took hold. Six months in, it’s at $94 and still dropping toward the $75 target.
CPA Trend
6-month trend · AdNova“If your brand is sitting on a channel that should be working but isn’t, the problem is almost never the media buying. It’s the creative infrastructure.”
· Channel underperforming?
Cut CPA 27%. Lifted ROAS 84%.
Let’s talk about what it would take in your account.
15-minute call with Matthew. We’ll talk through your current creative and give you a read on where the leverage is. Whether you work with us or not.