8,000%
Revenue growth in three years
Website traffic grew 98x as acquisition expanded beyond one channel.
HEALTH & WELLNESS · FULL-FUNNEL GROWTH
8,000% revenue growth in three years, with a healthier media mix.
Fitelo had already found demand on Facebook. The next challenge was harder: scale the budget without letting acquisition cost climb with it. We strengthened the core channel, widened the media mix and built new organic demand surfaces around it.
See how we got there- Category
- Health and wellness services
- Scope
- Paid media, organic demand and channel expansion
- Objective
- Scale while protecting CPA
- Engagement
- Three-year growth programme
reported revenue growth
website traffic growth
paid and organic demand surfaces
of compounding optimisation
01 · THE BRIEF
Scale acquisition without letting CPA rise with spend.
The winning channel had become the growth constraint.
Fitelo helps people improve their health through diet and lifestyle coaching. The brand was growing consistently and Facebook Ads had become its primary customer-acquisition engine.
The assignment was to create more headroom. That meant increasing media investment, maintaining acquisition efficiency and building a wider set of touchpoints across the customer journey.
THE GROWTH QUESTION
How do you scale a proven acquisition channel without making the whole business dependent on it?
02 · THE CONSTRAINT
Three frictions stood between potential and scale.
A saturated message space
Diet consultancy brands often make similar promises, which made it difficult for creative to earn attention as reach expanded.
One-channel dependence
Most customer acquisition came from Facebook, so each attempt to scale placed more pressure on the same pool of demand.
Lead quality under pressure
Growth had to improve the quality and conversion potential of enquiries, not simply produce a larger top-line lead count.
“The job was to widen the growth system while raising the standard for a useful lead.”
03 · THE SYSTEM
Strengthen the core, then compound across channels.
Each new surface had a clear role in discovery, consideration or conversion. The mix grew only after the underlying signal improved.
Stabilise Facebook
We optimised campaign structure, audiences and budget allocation to give the existing acquisition engine a stronger base.
Diversify paid demand
Instagram, Google Search, Display and YouTube expanded reach and reduced the pressure on a single platform.
Build owned touchpoints
Instagram, Google Business Profile, YouTube and organic search created more ways for prospects to discover and evaluate the brand.
Optimise for quality
Lead volume was read alongside conversion quality, allowing the team to favour sources that produced stronger downstream outcomes.
Audience intent→
Message fit→
Media mix→
Lead quality→
Budget allocation
Facebook optimised before expansion
Search, Display and YouTube added
Organic touchpoints built alongside paid media
04 · THE OUTCOME
8,000%REVENUE GROWTH IN THREE YEARSMore traffic mattered. Better-quality demand made it valuable.
Fitelo recorded 98x growth in website traffic and reported 8,000% revenue growth over the three-year engagement.
Optimisation reduced some low-quality lead volume, while conversion quality improved consistently. The broader channel mix kept adding demand without asking one platform to carry the entire growth target.
05 · WHY IT WORKED
The result came from a system, not a single tactic.
Fix before you fan out
The existing channel was made more efficient before new platforms were asked to scale.
Channel mix created resilience
Search, video, display and organic discovery reduced dependence on one acquisition source.
Quality beat raw volume
The team accepted fewer weak leads in exchange for stronger conversion potential.
Durable scale came from a broader system and a sharper definition of demand.
YOUR NEXT GROWTH CHAPTER
Trying to scale without surrendering efficiency?
Bring us the channel mix, the economics and the growth target. We will help you find the next source of headroom.
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