We rebuilt Black Label’s DTC infrastructure from the ground up — launching a conversion-first Shopify site, restructuring Meta and Google campaigns, and implementing an affiliate-driven content engine that finally unlocked the growth they’d been chasing for years.
Black Label Supplements had been around the block — running Meta and Google Ads for years, trying different creatives, adjusting budgets, and launching campaigns… but never quite getting the DTC channel to break through. Despite having a high-quality product and a strong following in the performance community, sales were stuck, and return on ad spend just wasn’t where it needed to be.
That’s when they brought in Media Jet.
Our goal was clear: take a brand that had all the ingredients for success — but none of the traction — and build a scalable, profitable DTC system from the ground up.
We approached this brand with a whole-system mindset — knowing that ad performance is only as good as the offer, landing experience, and supporting infrastructure behind it.
Before touching the ads, we redesigned and relaunched Black Label’s Shopify website — not for aesthetics, but for performance:
Buy More, Save More CRO:
We rebuilt product pages to encourage bundle purchases — offering tiered pricing and highlighting multi-unit savings directly on PDPs.
Speed + Clarity:
Site load time, product hierarchy, mobile UX — all optimized to reduce friction and maximize conversions.
Athlete Trust Signals:
We featured real athletes from their community, testimonials, and before/after transformations — building social proof into the bones of the site.
This new site instantly improved conversion rates and raised AOV — giving our paid media campaigns a stronger destination.
Black Label had been running ads for years, but the creative lacked direction, the targeting was generic, and there was no campaign structure for cold acquisition vs retargeting.
We changed that:
Meta Ads Strategy:
• TOF campaigns targeted performance-driven audiences (bodybuilding, CrossFit, hybrid athletes) with founder-led video, UGC, and clean benefit-focused graphics
• MOF/BOF campaigns leaned into urgency, product education, and athlete testimonials
• Offers tied directly to the new bundle structures and value stacking
Google Ads Strategy:
• Rebuilt search structure to separate branded and non-branded campaigns
• Built category-based campaigns (“natural test booster,” “pre workout with no crash”)
• Launched Performance Max with optimized feeds to support discovery shopping across channels
ROAS hit benchmarks for the first time — and unlike before, we were now spending profitably and scaling at the same time.
What really helped Black Label separate from other supplement brands was activating their athlete network — not just to post, but to sell.
We helped build a performance-based affiliate program that:
Recruited up-and-coming athletes and micro-creators across sports like powerlifting, functional fitness, and bodybuilding
Provided custom links, assets, and codes
Tracked results and rewarded top performers — creating a true incentive loop
The result?
A content machine of reels, stories, testimonials, and raw footage we could reuse in ads
A distribution machine where athletes pushed their community toward a now-converting site
A sense of believability that most supplement brands struggle to achieve with just polished creative
This system complemented our paid media perfectly — generating trust, reach, and organic traffic at scale.
Black Label Supplements is finally seeing the kind of growth they always believed was possible.
✅ Profitable first-time customer ROAS
✅ AOV lifted by CRO-focused product pages
✅ Affiliate program generating content and revenue
✅ Paid media working in sync with site and brand strategy
✅ Month-over-month revenue actually growing for the first time
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