Ledger Noir
The problem.
Premium positioning, supermarket performance budgets.
The strategic insight.
Premium fintech doesn't lose to bigger budgets — it loses to creative fatigue. Volume beats polish.
The method.
Cut the audience in half, doubled creative volume, killed every asset older than 14 days.
62 creative variants · Meta + Google · 90-day sprint.
- 01
Audience narrowing
Halved the addressable audience to the segments that actually converted. Narrower targeting raised frequency, which made creative fatigue the binding constraint — deliberately.
- 02
Creative volume system
Built a production line for 62 variants: a fixed set of angles crossed with formats, so new assets were briefed from a matrix instead of invented weekly.
- 03
14-day kill rule
Any asset older than 14 days was retired regardless of performance. That removed the argument from the decision and kept the account permanently fresh.
- 04
Channel split
Meta carried demand creation; Google captured intent. Budget moved between them weekly on incremental cost per account, not on channel loyalty.
The verified result.
- The 5.1x ROAS came from creative rotation discipline, not from added spend.
- CAC fell as fatigue was removed from the account, which is what narrowing the audience made possible.
- Net new accounts confirm the gains were volume, not just efficiency on a shrinking base.
The forward play.
Move the top 20% of creatives into a CTV test.