Case Study · Luxury E-Scooter · Meta Rescue
How We Cut Meta CAC 89% on a $2,500 Luxury E-Scooter in 60 Days
This luxury e-scooter brand's lineup starts at $990 and lands above $2,000 AOV. A considered, high-ticket purchase that's brutal to sell cold on Meta. A previous agency spent a year and $20,800 proving exactly that. We took over the account, and within 60 days cut CAC by ~89% and turned it into a scaling machine on Meta.
89%
Meta CAC Reduction
From ~$5,200 down to ~$566 per sale
60 Days
Cold Start to Goal CAC
Takeover to a scaling machine on Meta
2.2–2.7x
Sustained Weekly ROAS
On Meta's own last-click reporting
A Year of Spend Without Sales
This brand never had a problem with its product. In fact, it had one of the best products on the market. But it was completely different than the other category leaders. It was more expensive than most scooters on the market. It wasn't foldable. It was built out of one piece of aerospace-grade aluminum and was engineered by Formula One engineers.
In the twelve months before we took over, the account spent roughly $20,800 at around a 0.3x return.
Activity was sporadic: a trickle of spend through 2025, dark from October to February, then a heavy $7.5k–9k-a-month push in March and April 2026 that still converted almost nothing.
What We Changed
Five Moves, Made Together in the First Weeks.
Purchase Optimization From Day One
Previously, the account was optimized on a mix of clicks and purchases. We went all in on purchase optimization. It cost more per click, but it aimed the account at the metric that mattered: purchases.
Product as the Hero
In previous creative, the product was rarely the star. It was a mix of unboxings, showing off the hanger feature, and other tangents. This is a scooter built by F1 engineers. We showed it in motion and demonstrated its smooth ride.
The Range as a Pricing Ladder
Launching the full M1 / M2 / M3 range let the funnel handle sticker shock. The M1 ($990, from $44/month) reframes the category; most buyers move up, landing above $2,000 for the average order value.
Financing and Section 179 to the Front
“From $44/month,” 0% financing, and the Section 179 deduction (roughly half of its US buyers can claim it) reframed the pricing and made it more approachable. We made both impossible to miss.
Conversion-Rate Work on the Site
Traffic was never the constraint. A rebuilt buy-box, product page, and range-map widget roughly 2x'd the site conversion rate through mid-June. That single change let spend scale without CAC running away.
The Creative Engine
The account wins on a system, not one hero ad: some creatives fill the funnel, some close it, and a fast loop turns audience reactions into the next round of ads.
A Film That Feeds the Funnel
The hero film (long and short cuts) drives ~42% of impressions and ~30% of spend. The short cut is a reach machine (1.34M impressions at a $4.90 CPM); the long cut is the top consideration piece (13,080 clicks, 4.55% CTR). Its job is to fill the room; other ads close it.
The Closer: Social Proof, Not Spec
The single best-converting asset in the account is our own edit of the founder video, built around pure desirability (“people stop them in the street to ask what it is”) and it drove nearly a third of purchases on its own.
Objection-handling statics (financing, “worth-expensing / 100-day trial”) hit gold-CAC territory by removing the money objection at the moment it bites.
Creative From the Comment Section
We leverage ad comments as a way to find objections fast. Using that feedback loop, we update creative to eliminate objections before they happen, reframe objections into benefits, and address the hardest ones head on.
The “They Deleted It” advertorial (built from skeptics' own objections about removing the fold) returned 4.95x ROAS. The comment section is a free, continuous creative brief.
Results: ROAS Climbed From Zero to 2.2–2.7x
From the first live campaigns on ~13 May, the account moved from a standing start to a steady, scaling machine.
Weekly ROAS climbed from break-even to a sustained 2.2–2.7x on Meta's own reporting as spend more than doubled. The account is now holding above 2x on conservative reporting, week after week.
The Creative Hierarchy
Rather than optimise ad by ad, we built the budget around a deliberate structure, with each tier of the funnel getting a different job and a different creative format:
Founder videos with our best b-roll, engaging AI-voiceover scripts and edits, longer-format video.
Statics displaying benefits, and videos directly responding to the objections buyers raise most.
Financing-plan and offer-based creative: static or short-form video.
A high-ticket item like this runs a very different creative funnel than a low-ticket one: the video doing the reach work up top is also doing real closing work further down, which isn't how a $50 impulse-buy account behaves.
Who Is Buying
The buyer profile locked in fast and gave us a targeting edge. Purchases skew strongly male and 45+, with the majority of early buyers landing in that band.
We bid down audiences that click but don't convert (25–34 and 65+ throttled ~80%, under-25 off) and let budget concentrate on real buyers. The Section 179 and financing angles resonate hardest with this group. Demand clustered in Miami and San Francisco alongside the coasts.
Where We Are Now
The proof phase is over. The brand is essentially at goal CAC, ROAS is holding above 2x on conservative reporting, and the constraint has shifted from “can this work” to “how fast can we scale it.” The next gains:
We're just getting started. This is the phase where we still know the least about what works. But with rapid improvements to messaging, creative, and conversion, we've already taken this from something the previous agency proved couldn't sell online to a brand asking us how fast we can scale. It's an exciting product, and we anticipate a follow-up case study in a few months with even more news. This is how quickly we operate and the focus we put into making something work for our clients.
Ready to Build Results Like These for Your Brand?
We turn down brands we don't think we can move the numbers for. Tell us about yours and we'll be honest about whether we're a fit.