The Results
The Challenge
Services: Meta Ads
After the iOS14 privacy update, Paperlike’s customer acquisition costs skyrocketed across Facebook and Google. Ad performance became increasingly volatile, CPAs were trending up, and their growth momentum was at risk.
They came to Rozee Digital to help turn things around—and fast.
What Wasn’t Working
❌ Minimal creative testing across formats and funnel stages
❌ Limited use of UGC, product demos, and fresh hooks
❌ Audience fatigue and lack of segmentation
❌ Google Ads was under-optimized: branded-heavy, poor keyword coverage, and weak Shopping setup
The Game Plan: Creative-Led, Funnel-Smart Performance Marketing
We developed a full-funnel advertising strategy with relentless creative testing, smarter audience structures, and channel-specific execution for both Meta and Google.
Meta Ads: Lowering CPA with Funnel-Aligned Creative
- Repurposed existing assets into scroll-stopping UGC-style videos and static creatives
- Designed 10+ high-performing video creatives, each aligned to a specific funnel stage (e.g. first-touch awareness vs. warm retargeting)
- Expanded cold prospecting using interest-based and lookalike audiences
Consolidated and optimized campaigns to improve delivery and algorithm learning
Google Ads: Unlocking Search & Shopping Efficiency
- Took over the account in October 2021
- Restructured campaigns to include non-branded keywords and intent-based segmentation
- Optimized Shopping campaigns with better product feed structure and bid strategy
- Refined remarketing and Dynamic Search Ads to increase CVR and reduce wasted spend
From Struggling CPAs to Predictable Profitability
This transformation wasn’t a fluke—it was a repeatable, systemized process grounded in media buying, creative science, and data.
If you’re a DTC, tech, or creator-focused brand struggling post-iOS14, this is the model that can take you from chaotic CPAs to scalable, profitable growth.
Client Testimonial
What our clients say about us
The Challenge
After the iOS14 update, Paperlike, a tech brand that creates accessories for iPad users, was facing a significant issue: the cost per acquisition (CPA) on Facebook and Google Ads was climbing month after month. Despite their existing success, their marketing efficiency was dropping, and the increasing costs were unsustainable.
Upon diving into their advertising accounts, we uncovered some key challenges. First, there was a lack of testing with new creative formats, like user-generated content (UGC) and fresh ad creatives. Additionally, their audience testing was limited, and they hadn’t yet optimized their Google Ads strategy to target non-branded keywords. All of these factors were contributing to the rising CPA.
Our Strategy
To address these challenges, we implemented a comprehensive strategy:
- Incremental Improvements & Rapid Testing:
- Continuously tested and refined ad creatives and copy to identify high-performing combinations.
- Audience Segmentation:
- Developed targeted audience segments to improve relevance and engagement.
- Platform-Specific Optimization:
- Tailored strategies for Facebook and Google Ads to leverage each platform’s strengths.
- Dynamic Remarketing:
- Implemented dynamic remarketing campaigns to re-engage potential customers.
- Landing Page Enhancements:
- Optimized landing pages to improve conversion rates.
The Results
Our strategy led to significant improvements:
Facebook Ads
CPA Reduction: Decreased from €21.63 in May to €14.45 by October 2021—a 33.19% drop.
Sustained Performance: Maintained the lower CPA through January 2022.
Google Ads
CPA Reduction: Lowered from €6.21 to €5.16—a 16.85% decrease.
ROAS Improvement: Increased from 5.96x to 7.11x—a 19.35% boost.
Client Testimonial
“We brought in Rozee Digital to get some fresh eyes to help manage our Facebook Ads account post iOS14. Through incremental improvements and rapid testing, Tom Rozee and his team managed to get our CPAs down from €21.63 in May to €14.45 in October 2021. With that success in their belt, we asked them to improve our Google Ads account as well and are already seeing great success. Tom and the team are not just an anonymous agency but are actually interested in our success. We enjoy working with them a lot.”
Sebastian Geis
Co-Founder, Paperlike