Anti-Aging Supplement Brand

Setup

A direct-to-consumer anti-aging supplement brand had built meaningful scale through a long-form VSL funnel — then lost most of it overnight when a domain migration reset audience learning and disrupted tracking. Most agencies would have called it creative fatigue and started over. SkyHouse diagnosed it as a structural problem, rebuilt methodically, and recovered 254% of lost spend while holding profitability.

Summary

The brand peaked at $1.06M/month at 1.50x ROAS in January 2026, then contracted to $196K/month by April after a domain migration disrupted tracking and reset Meta's purchase signal. SkyHouse was brought in to stabilize the account, identify which creative angles survived the transition, rebuild under a hard 1.75x ROAS target, and scale back toward peak spend. By August 2026, spend was at $694K/month with a confirmed 1.48x ROAS.

Challenge

• Domain Migration Collapse: The brand migrated to a new advertorial domain mid-campaign. Campaigns trained on the old domain lost purchase-event signal, triggering Meta's re-learning phase and degrading performance within days.
• 81% Spend Drop: Monthly spend fell from $1.06M (January) to $196K (April) — the account couldn't hold volume without purchase signal to bid against.
• CPA Cap Constraint: The client's hard $89 CPA cap throttled bid flexibility during the re-learning phase, preventing the team from buying more expensive traffic that would accelerate audience rebuilding.
• Checkout Conversion Bottleneck: A declining Initiate Checkout → Purchase rate (13.6–14.7% actual vs. 16–18% historical) emerged as the primary drag on ROAS.

Approach

The team identified that older campaigns had been running on the old domain. These were consolidated and paused. New angle tests began immediately under the new domain: "Daughter," "Brands," "Stem Cells / Longevity," and "Sam Videos" — a video series with a named presenter format.

Two-track system running simultaneously:

• Track A (exploitation): Scale campaigns on proven winners, maintaining base ROAS while scale grows.
• Track B (exploration): Net New tests at controlled ABO spend, generating signal on new angles without risking scale.

Best single-angle ROAS: the "Toxins" angle — framing anti-aging as protection from environmental toxins rather than supplementation — achieved 1.79x ROAS in one week. Weekend campaigns running at ~$20K/weekend at 1.42x ROAS added a second revenue layer on top of the weekday base. Geographic expansion: winning domestic angles cloned to international audiences in May 2026.

Bid strategy inflection: shifted from direct CPA bidding to ROAS bidding at 1.75x — telling Meta to prioritize higher-value buyers, not just the cheapest conversions.

What We Learned

A domain migration is not a creative problem — it's a structural problem that requires a structural solution. The right move was to recognize the signal loss early, consolidate spend on the one surviving funnel, wait for purchase signal to rebuild, and only then re-expand testing. Agencies that respond to a domain migration by launching 10 new creative tests just burn budget while Meta figures out who to show the ads to. Consolidation first. Expansion second.