Women's wellness brand

The thinking

Service bookings run on emotion, not logic. Most agencies running these campaigns lean into discount language - a race to the bottom. The brand's actual story was about chronic pain and the kind of relief people stop expecting after years of trying things that didn't work. Far more emotionally specific than '10% off your first session.'

The plan was a four-format A/B test running simultaneously - Image, Video 1, Carousel, Video 2. Same audience, same offer, same landing page. The only variable was creative, which made the read clean. The chronic-pain video came in at $0.45 CPL and converted nearly three times as many leads as the runner-up, at almost half the cost.