BA Commerce

About Us

Case Studies

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BA Commerce

About Us

Case Studies

WORK WITH US

CASE STUDY —

Supplement Brand

From Zero to 17x: How a Bootstrapped Supplement Brand Scaled Revenue, Slashed Churn, and Marched Toward Profitability in Under a Year

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Churn Reduction

The Brand

This brand was built to solve a problem the supplement industry created. Five pills. Ten pills. Sometimes more. Every single day. And then everyone wonders why people quit.

The founders saw a gap: effective supplementation without the exhausting complexity. Not positioned around simplicity but actually built around it. Multiple products, one clear idea, and founders who genuinely believed in what they’d made.

When we started working together, they were only a few months into their DTC journey. No proven paid media playbook. No baseline to work from. Just a strong product, clear intent, and the honest reality that everything still had to be figured out.

The Challenge

Early-stage DTC supplement brands don’t get a grace period. The margin math is unforgiving: paid media is expensive, acquisition costs are front-loaded, and you’re burning cash before you’ve validated what’s actually working.

This brand launched with multiple products, which sounds like a strength. In paid media at this stage, it’s a liability. Spreading budget across a catalog before you know what wins dilutes signal. You don’t learn fast enough. And when you’re not learning fast enough, you can’t scale anything with confidence.

The blended MER sat below 1.0 in the early months: every dollar spent was generating less than a dollar back. Not because the product didn’t work. Because there was no system yet.

the strategy

Three levers, one system.

Acquisition, retention, and conversion working together. Not in sequence. Simultaneously.

01

Find the Hero Product

With a multi-product catalog, the first job is identification, not optimization. We ran systematic creative testing across the catalog: static against influencer content, benefit-led messaging against ingredient-focused creative, founder video against problem-reframe. One product won: strong margin, clear story, broad appeal. Once we had the winner, we built the entire acquisition engine around it.

01

Find the Hero Product

With a multi-product catalog, the first job is identification, not optimization. We ran systematic creative testing across the catalog: static against influencer content, benefit-led messaging against ingredient-focused creative, founder video against problem-reframe. One product won: strong margin, clear story, broad appeal. Once we had the winner, we built the entire acquisition engine around it.

01

Find the Hero Product

With a multi-product catalog, the first job is identification, not optimization. We ran systematic creative testing across the catalog: static against influencer content, benefit-led messaging against ingredient-focused creative, founder video against problem-reframe. One product won: strong margin, clear story, broad appeal. Once we had the winner, we built the entire acquisition engine around it.

02

Scale Through Creative & Channel

Meta was the primary growth engine. The early months were a learning exercise: reading signals, understanding what creative concepts generated qualified traffic vs. just clicks. Over time we extended winning concepts across formats. Within six months, Meta ad spend had scaled over 1,700% while NC ROAS improved 128%. More spend and better efficiency. That combination doesn’t happen by accident. We layered in Google around the midpoint to close the bottom of the funnel.

02

Scale Through Creative & Channel

Meta was the primary growth engine. The early months were a learning exercise: reading signals, understanding what creative concepts generated qualified traffic vs. just clicks. Over time we extended winning concepts across formats. Within six months, Meta ad spend had scaled over 1,700% while NC ROAS improved 128%. More spend and better efficiency. That combination doesn’t happen by accident. We layered in Google around the midpoint to close the bottom of the funnel.

02

Scale Through Creative & Channel

Meta was the primary growth engine. The early months were a learning exercise: reading signals, understanding what creative concepts generated qualified traffic vs. just clicks. Over time we extended winning concepts across formats. Within six months, Meta ad spend had scaled over 1,700% while NC ROAS improved 128%. More spend and better efficiency. That combination doesn’t happen by accident. We layered in Google around the midpoint to close the bottom of the funnel.

03

Win the Landing Page

Creative gets the click. The landing page decides if you get the sale. We tested multiple variants across the year: layouts, benefit hierarchies, customer review integration, offer framing. The highest-performing acquisition structure ended up being a bundle combined with a first-time welcome offer, lifting both conversion rate and AOV simultaneously.

03

Win the Landing Page

Creative gets the click. The landing page decides if you get the sale. We tested multiple variants across the year: layouts, benefit hierarchies, customer review integration, offer framing. The highest-performing acquisition structure ended up being a bundle combined with a first-time welcome offer, lifting both conversion rate and AOV simultaneously.

03

Win the Landing Page

Creative gets the click. The landing page decides if you get the sale. We tested multiple variants across the year: layouts, benefit hierarchies, customer review integration, offer framing. The highest-performing acquisition structure ended up being a bundle combined with a first-time welcome offer, lifting both conversion rate and AOV simultaneously.

04

Fix Retention at the Root

When we dug into the churn data, we found it wasn’t a product problem. The product worked. Customers were leaving because nobody had closed the gap between ‘I bought this’ and ‘I understand how to make this work for me.’

We ran post-purchase surveys, cancellation surveys, and read through reviews, social comments, and support tickets. The pattern was consistent: education gaps. So we built the education layer that was needed: inserts in the unboxing, timed post-purchase email and SMS sequences, benefit reinforcement tied to time-to-results.

04

Fix Retention at the Root

When we dug into the churn data, we found it wasn’t a product problem. The product worked. Customers were leaving because nobody had closed the gap between ‘I bought this’ and ‘I understand how to make this work for me.’

We ran post-purchase surveys, cancellation surveys, and read through reviews, social comments, and support tickets. The pattern was consistent: education gaps. So we built the education layer that was needed: inserts in the unboxing, timed post-purchase email and SMS sequences, benefit reinforcement tied to time-to-results.

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Fix Retention at the Root

When we dug into the churn data, we found it wasn’t a product problem. The product worked. Customers were leaving because nobody had closed the gap between ‘I bought this’ and ‘I understand how to make this work for me.’

We ran post-purchase surveys, cancellation surveys, and read through reviews, social comments, and support tickets. The pattern was consistent: education gaps. So we built the education layer that was needed: inserts in the unboxing, timed post-purchase email and SMS sequences, benefit reinforcement tied to time-to-results.

by the numbers

The Results

From deeply negative contribution margin at launch to within a hair of breakeven at month twelve. Not by pulling back on spend, but because every layer of the system was getting more efficient at the same time.

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Conversion Rate

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Average Order Value

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New Customer aMER

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Contribution Margin

“We went from figuring out whether paid media would work at all, to having an acquisition machine that scaled new customer revenue by nearly 10x while improving efficiency every quarter.”

Supplement Brand Founder

“We went from figuring out whether paid media would work at all, to having an acquisition machine that scaled new customer revenue by nearly 10x while improving efficiency every quarter.”

Supplement Brand Founder

“We went from figuring out whether paid media would work at all, to having an acquisition machine that scaled new customer revenue by nearly 10x while improving efficiency every quarter.”

Supplement Brand Founder

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©2026 BA Commerce. All rights reserved.

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WORK WITH US

Let's talk.

Month-to-month. No lock-in. No BS.

Ready to scale?
Let’s build the engine.

About Us

CASE STUDIES

©2026 BA Commerce. All rights reserved.

Privacy Policy

Terms Policy

WORK WITH US

Let's talk.

Month-to-month. No lock-in. No BS.

Ready to scale?
Let’s build the engine.

About Us

CASE STUDIES

©2026 BA Commerce. All rights reserved.

Privacy Policy

Terms Policy