CASE STUDY: How I Increased a Health & Wellness Brand’s Lead Gen CTR by 62.5%

A walkthrough of the strategies I implemented to help a postpartum ecommerce brand successfully navigate obstacles to growth.

Client: Coddle

Industry: Health/Wellness, Ecommerce

My role: Social Media Manager

About: Coddle is a postpartum wellness brand specializing in handcrafted, plant-based recovery kits and educational content for new mothers.

Challenges Faced:

Struggled with affordable targeting and conversion in Instagram & Facebook Ads Manager.

Spent significant amounts of money on monthly ad budgets without yielding the volume and quality of results they needed or expected.

Experienced inconsistent follower growth and audience engagement on social media.

Goals:

Increase website traffic and email subscribers by optimizing organic reach and paid ad campaigns.

Social Media Strategy & Implementation:

Facebook Ads Strategy -

Restructured ad campaigns for clarity and appeal, refining audience segments and integrating lead magnets for increased newsletter sign-ups.

Repurposed top performing content from social media and the company blog to drive sign ups and blog views among similar audiences

2. Social Media Optimization:

Identified and rectified controversial topics affecting engagement, resulting in sustained audience growth.

Engaged with audience by replying to comments, answering messages, and creating interactive and educational content to boost conversation.

3. Optimization & Analysis:

Tracked weekly and monthly trends in content performance, noting significant variations in audience engagement and growth.

Adjusted strategies based on performance data to optimize results.

4. Creator & Brand Outreach, Partnerships:

Managed co-sponsored giveaways with relevant brands in the baby and infant niche, expanding Coddle’s reach.

We partnered with brands such as Ade + Ayo (@adeandayo, IG: 13k), Olivia J (@shopaliviaj, IG: 50.4k), & Ebony Seeds (@ebonyseedsco, IG: 5k).

5. Content Creation & Video Production:

Produced product-focused videos and wrote scripted IG Lives with industry experts to boost engagement.

Guest speakers included Dr. Jessica Shepherd — @jessicashepherdmd (IG: 57.6k followers), Dr. Magen Henry — @magenthechiro (IG: 4.42k followers) and Lindsay Taylor — @thefooddoula (IG: 13.7k followers).

6. Google Ads Strategy:

Implemented advanced strategies to improve click-through rates and ROI in Google Ads.

Including long-tail keywords, negative keywords, match types, and bid strategies to increase click-through rates and overall return on ad spend.

Results:

Facebook Ads:

Decreased cost per result by 98.4%.

Increased link clicks by 177.6%

Increased results by 55.8% (*Results include On-Facebook Leads, Email Subscribers, or Link Clicks).

Instagram Page:

Achieved a 5.52% increase in audience engagement, and 4.88% increase in audience growth.

Definitions:

Cost Per Result — The amount of money spent to achieve a specific outcome, such as a lead, sale, or download.

CPM/Cost Per Thousand — The cost to reach one thousand people with your advertisement.

CPC/Cost Per Click — The amount of money spent each time someone clicks on your advertisement.

CTR/Click-Through Rate — The percentage of people who click on a link or advertisement compared to the total number of people who view it.