About the client
Goodnick provides strength and mobility programmes for women aged 60+, helping them stay active and confident as they age. It’s a subscription product in a growing but nuanced market, where messaging needs to be empowering without being patronising.
The challenge
After the post-Covid boom in home fitness, Goodnick’s paid acquisition had plateaued. Customer acquisition cost was high, lead volume had stalled, and the team had limited visibility on what was actually driving results. The creative pipeline was thin, and the campaigns hadn’t been restructured since the initial growth phase.
Our approach
Toco took over Meta management as well as ad creative production. We started by restructuring campaigns to give Meta’s algorithm clearer signals and more room to optimise.
We then introduced a creative testing framework specifically designed for women 60+ — testing different angles, formats, and messaging hooks to find what resonated. We also refined landing pages to better reflect Goodnick’s offer and speak directly to their audience.
The results
In-platform CAC reduced by 50% in 3 months, while simultaneously increasing lead volume and improving conversion rates. The creative testing framework gave the team a repeatable system for producing high-performing ads, rather than relying on guesswork.