Case Study
How we managed a $77K Meta Ads campaign for Keen, driving 292 First Billed Minutes through influencer whitelisting and structured A/B testing.
Psychic & spiritual advisor platform — connecting users with live advisors via phone and chat.
Spiritual Wellness / Live Advisor Platform
Meta Ads (Facebook + Instagram)
Influencer Whitelisting & Conversion-Optimized Paid Social
The Problem
Keen needed to scale First Billed Minutes (their core conversion event) through paid social while keeping cost-per-conversion sustainable. The challenge: reaching high-intent users in a niche vertical where traditional targeting doesn't work the same way.
The product had strong retention. The challenge was getting the right people through the door at a cost that made the unit economics work.
The Strategy
Tested 1% Lookalike audiences against Broad 18+ targeting. Broad won quickly and decisively, delivering conversions at nearly half the cost. We paused the lookalike and went all-in on broad.
Ran parallel campaigns optimizing toward two different conversion events: First Billed Minute (the core metric) and Add Payment Info (an earlier funnel step). Compared efficiency at scale to find the optimal signal for Meta's algorithm.
Partnered with 8 influencer creators and ran ads through both the Keen brand handle and whitelisted through influencer accounts. Whitelisted ads drove 94% of volume at nearly half the CP-FBM.
Rapidly tested video content across all 8 influencers, identifying top performers and reallocating budget in real-time. The best-performing whitelisted ad hit a $105 CP-FBM — less than half the account average.
The Tests
Broad 18+ spent $59.8K and drove 226 FBMs at $264.92 CP-FBM.
1% Lookalike spent $1.5K and drove only 3 FBMs at $503.14 CP-FBM.
Winner: Broad audience — paused lookalike quickly.
FBM campaign: $61.4K spend, 229 FBMs, $268.04 CP-FBM.
Add Payment Info campaign: $15.6K spend, 63 FBMs, $247.47 CP-FBM.
Winner: Add Payment Info optimization — ~8% more efficient.
Keen handle top performer: Jennifer Borget — 23 FBMs at $211 CP-FBM.
Whitelisted top performer: TheMidlifeFashionista — 6 FBMs at $105 CP-FBM.
In the Add Payment Info campaign, whitelisted ads drove 94% of all FBMs at nearly half the CP-FBM vs. Keen handle ads ($500+).
Winner: Whitelisted delivery — dominant across both volume and efficiency.
The Results
A structured testing framework that identified the optimal audience, optimization event, and creative delivery at scale.
Key Takeaways
Broad beats lookalike at scale. The lookalike audience seemed like the obvious play, but broad targeting let Meta's algorithm find converters we never would have targeted manually — at half the cost.
Whitelisted ads outperform brand-handle ads. Delivering ads through influencer accounts instead of the brand handle drove 94% of conversions at nearly half the cost. Creator-led delivery resonates more authentically in-feed.
Test the optimization event, not just the creative. Most advertisers only test audiences and creatives. We also tested which funnel event to optimize toward — and found an 8% efficiency gain by optimizing for Add Payment Info instead of the final conversion.
Structured testing compounds. Each test built on the last. Audience test informed budget allocation. Optimization test informed campaign structure. Creative test informed which influencers to scale. The compounding effect of layered insights is what drives real performance.
Creator Partners