The brief
Breathlace sells a specialised product — a breathing necklace positioned around anxiety, stress and mindfulness — to cold audiences who have usually never seen anything like it. Low brand recognition plus a product that needs explaining equals expensive acquisition: people cannot buy what they do not understand, and hesitation at the landing page turns paid clicks into wasted spend. Across the UK and Australia, the task was to make an unfamiliar product make sense fast enough for paid media to work.
MarketUK · AustraliaStartedAugust 2025
0131% lower CPA
023.1× Meta ROAS
0338% more qualified traffic
0428% higher conversion rate
01The challenge
Breathlace sells a specialised product — a breathing necklace positioned around anxiety, stress and mindfulness — to cold audiences who have usually never seen anything like it. Low brand recognition plus a product that needs explaining equals expensive acquisition: people cannot buy what they do not understand, and hesitation at the landing page turns paid clicks into wasted spend. Across the UK and Australia, the task was to make an unfamiliar product make sense fast enough for paid media to work.
02The approach
We coordinated search and paid social around specific customer needs — the moments and problems the product answers — rather than generic wellness targeting. Campaigns were built so each audience met the message written for its need, and landing-page communication was tightened to explain what the product is, how it is used and why it helps, reducing the hesitation that kills cold traffic. Performance was reviewed across both markets together, comparing traffic quality and conversion so budget followed the audiences that understood the product fastest.
03The outcome
Acquisition became markedly more efficient in both markets: cost per acquisition fell 31%, Meta delivered a 3.1× return on ad spend, qualified traffic rose 38% and the conversion rate improved 28% as the clearer message filtered and persuaded better visitors. A niche product with an explanation problem became a proposition cold audiences could grasp — and act on — within one landing page.
Services- Google Ads
- Meta Ads
- Landing-page optimisation
- Performance analysis
What we delivered: explaining a specialised product clearly.
We shaped paid acquisition around specific customer needs, then tightened the landing experience so cold audiences could understand the product and act with less hesitation. The work combined audience strategy across Google and Meta, message clarity work on the landing page, and performance analysis comparing traffic quality, conversion and efficiency across the UK and Australia. Together it cut cost per acquisition 31% and lifted conversion rate 28% — proof that for a specialised product, explanation is a performance lever, not a copy nicety.
01 · Audience strategyCoordinated search and paid social around distinct customer needs, so each audience met the version of the message written for the problem it recognises.
02 · Message clarityRefined landing-page communication to explain the offer and reduce friction — what the necklace is, how it works, and why it helps, in the order a sceptical visitor asks.
03 · Performance reviewCompared traffic quality, conversion and paid efficiency across both markets, moving budget toward the audiences and messages converting most efficiently.
