We launched and scaled Skyview’s Meta Ads campaigns by building a high-converting segmentation strategy rooted in distinct use cases — optimizing creative and targeting to maintain a low CPA while acquiring high-intent customers.
Skyview, a science-backed circadian rhythm lamp, sought a performance partner to help educate the market and scale its DTC channel on Meta. With a product that served multiple buyer types — from professionals to wellness seekers — we knew a one-size-fits-all message wouldn’t cut it. Our job was to segment the market, match messaging to intent, and build a conversion-focused funnel that maintained low acquisition costs while scaling spend.
We deployed a Meta-only strategy that prioritized precise audience segmentation, creative diversification, and optimization around funnel efficiency. The goal: build campaigns that felt highly relevant to the individual buyer and guided them seamlessly to conversion.
Segmentation by Use Case:
Rather than treating Skyview as a general-purpose product, we dissected the most common buying motivations and built separate campaign streams for each:
Busy Professionals: Messaging emphasized the lamp as a tool for improving productivity and mood in indoor work environments, especially for those without consistent access to sunlight.
Mental Health & Sleep: Creative highlighted the mental health benefits of consistent circadian rhythms — such as improved sleep, reduced anxiety, and better mood regulation.
Biohackers & Wellness Enthusiasts: We leaned into the science and tech behind Skyview — emphasizing features like light temperature, melatonin regulation, and its clinical backing.
This approach allowed us to create highly specific ad copy, visuals, and value props that spoke directly to the end-user’s problem.
Creative Strategy:
Each audience segment received a unique set of creatives tailored to their needs and awareness level. These included:
Testimonial-style UGC with situational context (e.g., “I work in a cubicle all day and this lamp changed my mornings”)
Product explainer animations showing how Skyview mimics natural light patterns
Static carousels for top-of-funnel awareness, and short-form videos for retargeting to deepen education
Rotating creative on a weekly basis allowed us to minimize ad fatigue — one of the major contributors to rising CPAs.
Audience Targeting & Funnel Design:
We structured cold campaigns by interest and behavior (e.g., “Remote Workers,” “Mental Wellness,” “Circadian Health”) and paired them with high-relevance creatives. Warm audiences were segmented based on video viewers, add-to-carts, and site visitors — each receiving tailored retargeting messages based on previous interaction.
CPA-Reducing Meta Tactics:
Cost Cap & Bid Cap Testing: We tested different bid strategies (especially Cost Cap) to control acquisition costs while scaling.
Broad Targeting After Testing Phase: Once winning creative and angles were identified, we opened up to broad targeting — letting Meta’s algorithm find lookalike behaviors without layering restrictive filters.
Conversion API (CAPI) Integration: Ensured that Skyview’s pixel and CAPI were synced to maintain high event match quality, improving campaign optimization and delivery.
Dynamic Creative Testing: We used dynamic ad formats to mix and match top-performing headlines, copy, and assets — letting Meta auto-optimize for the lowest CPA combinations in real-time.
The results were clear: by treating Skyview as a multi-solution product and matching message to audience intent, we kept acquisition costs low and engagement high. Skyview scaled efficiently on Meta without needing to burn through budget or discount heavily. The segmentation strategy not only improved short-term ROAS but also helped the brand understand its customer base more deeply — setting the stage for longer-term retention and product expansion.
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