DTC1037: Getting on the FastTrack, Improving Cost Per Purchase, and 5 Different Static Styles

Monday, Mar 30, 2026

Good morning,

Here’s what you’ll find in today’s DTC:

1️⃣ Do you have the right peers to accelerate your brand?
2️⃣ Why segmenting Meta campaigns can improve your cost per purchase  
3️⃣ Cost-effective static ad styles that consistently drive performance
4️⃣ Connect with the feeling, sell the solution

You’re reading this newsletter along with new subscribers from: birddogs, PlotBox, and StumpCraft. 👋

‍💡 Most Founders Aren’t Stuck Because They Lack Ideas.

They’re stuck because they lack the right peers.

AI gives answers.
Your network gives opinions.
But neither tells you what’s actually working for other brands like yours.

So you keep moving…

without knowing if you’re moving in the right direction.

CPG FastTrack gives you the signal you need to fast-track your success.

• Learn directly from operators who’ve already scaled
• Bi-weekly roundtables with other CPG founders
• Get feedback on your actual business—not hypotheticals
• See what’s working inside other brands right now

Pressure test decisions. Move faster with confidence.

Apply to CPG FastTrack

Try it risk-free. If it’s not valuable, you get your money back.

‍💸 How Segmentation Helped a $50M Health Brand Reduce Ad Costs

If you have a broad catalog, segmentation is key when it comes to scaling campaigns on Meta.

By separating different SKUs into distinct campaigns, you can better optimize and allocate spend, improve targeting, and improve your cost per purchase.

Recently, the Pilothouse Meta team restructured and segmented campaigns for a health brand generating over $50M a year on Shopify and saw an improvement in cost per purchase by nearly 14%. 🚀

Here’s a walk-through on what the team did:

1️⃣ Launched one new campaign per SKU at a lower scale to gather initial insights.

• By segmenting campaigns, the team was better able to hit different audiences for each SKU and dedicate testing and scaling spend towards each product.
• In this specific case, targeting is slightly different for each SKU and separating products out helped to target different demographics in each campaign through creative variety.

2️⃣ Gradually scaled up the new segmented campaigns over a 14-day period after the campaigns exited the learning phase, and each had 50 purchases.

3️⃣ Phased out the existing campaigns that were running multiple products in favour of more focused ones over a 7-day window.

How this improved Meta performance:

• Spend: $600,682.53 (+3.61%)
• Cost per ATC: $58.62 (-3.36%)
• Cost per purchase: $221.16 (-13.76%)
• CVR: 1.29% (+18.79%)

The takeaway?

This approach not only supports key metrics like cost per purchase but also provides clearer insights for creative direction, giving Meta the ability to better target and control spend within each campaign.

Give this a try in your account and let us know how it goes!

‍🎧 5 Different Static Styles To Try In Your Ad Account Now

For a lot of brands, Meta performance has been soft lately.

Costs are up, results are shaky, and a lot of brands are stuck trying to “invent” their way out of it.

In this episode, Aves breaks it down simply: when in doubt, go back to what works.

She walks through 5 foundational static ad formats that consistently drive performance across accounts, especially when things get unpredictable.

You’ll learn:

• Why static ads are quietly outperforming video in feed right now
• How to structure 4-panel grids that actually drive clicks
• Where text-based ads win (and why most brands misuse them)
• How to use urgency and social proof inside simple product ads
• Why memes still matter and how they improve targeting signals

▶️ Watch on YouTube  | 🎧 Listen on Spotify

‍🤝 Connect With the Feeling → Sell the Solution

This carousel doesn’t try to just outright convince you to buy Liquid I.V. It convinces you of something relatable first.

The hook sets it up perfectly: “If your body is showing you any of these signs…”

Which creates instant intrigue and makes you want to check if you’re experiencing one of them.

The carousel walks through symptoms: thirst, brain fog, fatigue, headaches, nausea, irritability. Each one gives a chance for connection, and each links the product back to being the solution.

Going through each symptom gives scrollers multiple chances to connect whilst showcasing the versatility of the product.

It also removes the pressure to “get it” immediately.
You don’t have to relate to the first slide. Or the second. Or the third.

But when one hits, it clicks.

And once the problem feels clear, the product doesn’t need to be pushed. It just needs to be there when it clicks.

‍Don’t skip proper testing. Shopify’s new feature Rollouts gives merchants more control over A/B testing inside admin. Read more →

Reddit’s new ad options. Retailers can tap into product discussions more easily with Collection Ads and Deals overlays. Read more →

Google Search Live expands to 200+ countries. Users can converse with the audio and visual model Gemini 3.1 Flash Live in their preferred language. Read more →

‍📥 Got a B2B Biz?

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.