Building a Predictable, Scalable Paid Growth Engine in a Highly Restricted Category
Total Media Managed
Creative Assets Tested
Average Meta ROAS
Peak Google ROAS
Nutra Brand
Nutraceuticals
Mar 13 - Dec 2025
USA, UK, AU, NZ
Pinnacle Media
Nutra Brand partnered with Pinnacle Media to solve a problem most supplement brands struggle with:
"How do you scale paid media aggressively without breaking ROAS, triggering platform policy issues, or burning trust?"
What followed was not a short-term spike, but the engineering of a stable, multi-platform acquisition system that compounded month over month
Nutra is one of the most difficult categories to scale in paid media due to:
Medical & personal attributes policies
Trust barriers
Using unsafe claims
Audiences tire quickly
"Scale confidently, compliantly, and predictably"
Mixed campaign structures
Brand + non-brand + product mixed
Diluted learning signals
Poor platform optimization
Creative fatigue at low spend
Quick audience burnout
Scaling attempts caused volatility
Unpredictable performance
The account had activity but no system
Nutra Brand's turnaround was built on three pillars:
We rebuilt accounts so platforms could learn cleanly
Instead of "finding one winner," we built creative depth
We optimized for longevity, not shortcuts
This framework was applied across Meta and Google simultaneously.
Meta's role was to:
media/image1.png
Nutra Brand helps clear brain fog and support sharper focus by replenishing active folate levels essential for healthy brain and nervous-system function
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Primary scale & reach driver
Conversion amplifier
De-prioritized due to weak signals
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Spend
Average ROAS
Purchases
Reach
Scaling was gradual, controlled, and repeatable - not spike driven
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Creative strategy focused on "trust at scale", not virality
While Meta created demand, Google captured high-intent buyers
Clean slate for scalable growth
Proving the system works
Spend
Revenue
ROAS
CVR (from 2-3%)
Key learning: Brand search campaigns delivered extremely high efficiency once isolated properly
Smart expansion following profitability
Spend
Revenue
ROAS
Conversions
Scaling followed profitability and never the other way around
Demand creation & education
Intent capture & efficiency
Conversion reinforcement
This prevented the common issue of one platform cannibalizing the other
✅ Solution:
72-hour creative replacement SLA; zero long-term delivery impact
✅ Solution:
In-house compliance checks + safer creative frameworks
✅ Solution:
Parallel concept testing & rotation pipelines
✅ Solution:
Data-led geo exclusion and budget reallocation
✅ Solution:
Performance-based budget increases only
Hacks
Viral luck
Unsafe claims
This is the difference between running ads and building a growth engine
"What looks like a hockey-stick graph is actually hundreds of small, correct decisions compounding over time."
