B2B SaaS · Health-tech · Helio Health
Cutting CAC 51% with disciplined creative testing
A B2B health-tech brand was spending $80K/mo on paid social with rising costs and falling MQL quality. We rebuilt the testing framework and brought CAC back under target.
−51%
Cost per MQL
+34%
Sales-qualified rate
12
Tests shipped per month
Services: Paid Advertising Management · Landing Page Creation
The challenge
Helio’s previous agency ran the same three creative concepts for nine months. Cost per MQL was up 80%, MQL-to-SQL had fallen, and the ad account looked like an archaeological dig.
What we did
- Built a creative testing framework with a clear cadence: 4 new concepts every two weeks.
- Rebuilt the post-click landing pages to match each concept’s promise.
- Reorganized the ad account so signal could actually be read.
The outcome
CAC fell 51% in 90 days. SQL rate climbed because the creative finally pre-qualified. The internal marketing team now uses the same framework on adjacent channels.