Medical/wellness product
Surfskinoil
ABOUT:
Surfskinoil is a natural anti-inflammatory oil for surfers dealing with chronic ear infections. Developed by a seasoned aromathrerapist, this natural wonder delivers long-term protection without synthetic compounds and side effect drama.
The product worked, but ad performance had flatlined. With paid traffic plateauing and cold surfers scrolling past without clicking, we were called in to review the setup before investing more budget.
BRIEF:
Improve Facebook ad performance without changing the audience, funnel, or spend.
CHALLENGE
Stuck in Shallow Waters
Client had a 4-message ad campaign with even budget split.set up and running for 3 months.
Ad A - message: “Heals ears forever” Ad B - message: “More time surfing” Ad C - message: “Stay in the water” Ad D - message: “Fully natural product”
Two of the four ads were consistently underperforming, making the algorithm stuck trying to push all 4 messages evenly which was dilluting the performance.
Clicks stayed flat, CTR hovered around 1.1%, and CPC began going up. It was clear the algorithm couldn’t scale what was working because it kept spending across all four creatives.
The campaign was just treading water, not really drowning, so the question was: do we rebuild or can we ride it out?
SOLUTION:
Minimizing Friction
Keyword research and real customer insights confirmed what we saw in the data:
Hardcore surfers who develop surfer’s ear care less about the product’s origin, and more about not having to quit surfing (even temporarily).
Instead of rewriting the campaign, we decided to remove obstacles.
Two low performers were shut off, and the two strongest messages got a visual upgrade designed to pass the message in 2 seconds or less.
RESULTS
Smooth Ride Out
A small cleanup made a big impact. Within less than 2 weeks, Surfskinoil doubled its daily ad clicks, while cutting CPC in half.
Campaign KPIs before and after
Before (avg) | After (after) | Difference | |
Impressions | 15,400 | 15,400 | - (same spend) |
CTR | 1.1% | 2.3% | +109% |
Clicks | 169 | 354 | +109% |
CPC | $1.20 | $0.57 | -52% |
Campaign averages 10 days before and 10 says after optimization. Same targetting (cold audience), same weekly spend.
By removing friction instead of redoing the entire campaign in panic, we preserved the algorithm’s learnings, maintained momentum, and boosted what was already working.
Sometimes, the best move is knowing what not to touch:)
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