One reskin. 1.97 ROAS against a 1.2 target.
How did SelfMade lower CPA on an HSA/FSA persona for a supplement brand?
A clean-label supplement brand spending about $100K a month on Meta. Target ROAS: 1.2. Shoppers paying with HSA or FSA money were a proven persona. We ran the same persona and the same HSA/FSA angle in two formats. First, a handwritten-note static: 1.68 ROAS at a $67 CPA. Then an offer video: 1.97 ROAS at a $58 CPA. Of the 13 HSA/FSA ads in the account that spent $2,500 or more, the video had the lowest CPA. Results through October 17, 2026.
- Account
- Clean-label supplement brand, about $100K a month on Meta
- Persona
- Shoppers paying with HSA or FSA money
- Angle
- HSA/FSA eligible
- Result
- 1.97 ROAS at a $58 CPA on the offer video
- Target
- 1.2 ROAS
- Timeframe
- Results through October 17, 2026.
How did the 60/20/20 layer cake get there?
20% Reskins
Same persona, same angle, new format. More life from a proven winner. Shorter shelf life, faster payback.
80% Iterations and net-new ICPs
Iterations (60%) and net-new ICPs (20%) make up the rest of every batch, so the next winner is already in testing.
Why it stacks: Each persona reaches different people in the auction, so the spend adds up instead of competing.
Meta-attributed results for two SelfMade-made ads, lifetime through October 17, 2026. Client anonymized.
See if we're a fit.
30 minutes. We'll show you which winners in your account are ready for a reskin.
Want the iteration layer? Two statics, $126 CPA against a $130 target →
