A pack-size ladder that turned a $9 impulse buy into a $26 habit

The product is a consumable accessory people replace every few weeks, sold as a single unit at $9. A click costs about a dollar and conversion sits near 18%, so every order bought through advertising carried roughly $5.40 of ad cost against $11.40 of revenue — forty-eight cents of every dollar the product earned went straight back into the clicks that produced it, before a single other cost.

Every proposed fix aimed at the campaigns — better targeting, tighter negatives, dayparting. None of them could solve an arithmetic problem that starts on the price tag.

We changed what is being sold before touching how it is advertised.

• A three-step pack ladder — single, four-pack and twelve-pack, priced so the per-unit saving grows visibly with each step.
• The four-pack as the advertised hero, which is the smallest size at which a paid click pays for itself.
• Replenishment framing — the pack sizes described in weeks of use, matching how the product is actually consumed.
• Campaigns rebuilt around the hero pack, with the single unit left to organic traffic as an entry price.

Revenue per customer rose from $11.40 to $26.70 and total revenue nearly doubled.

ACoS fell twenty-two points — not through better bidding, but because the average order that a click now produces is more than twice as large. Fifty-eight percent of orders are multipacks, which also lengthens the gap before the customer needs to reconsider the brand at all.