Executive Summary
Outback Research Compounds had no paid media presence. Facing Australia's high CPMs and stringent TGA regulations, they were hesitant to invest in Meta Ads. We built their complete acquisition system — advanced tracking, TGA-compliant creative frameworks, and a conversion-only campaign strategy designed for immediate purchases. Within 90 days they scaled from $0 to over $145,000 AUD/month at 3.4× ROAS and a $45.20 AUD CPA.
Brand Overview
Australian supplier of premium research peptide compounds — ethical sourcing, lab-grade purity, fast Australian shipping. Serves academic researchers, biotech firms, and individual scientists.
The Challenge
- Zero Meta infrastructure — no tracking, no Pixel, no data.
- High Australian CPMs requiring premium AOV and precise targeting.
- TGA compliance complexity from the Therapeutic Goods Administration.
- No creative assets, only basic product imagery.
- Starting budget $18,000–$22,000 AUD/month.
Strategy
1. Tracking Infrastructure
- Full Pixel + CAPI implementation.
- Custom conversions for TGA Disclaimer Acknowledged and COA Download.
- 18+ age-gate tracking integration.
- GA4 with enhanced e-commerce tracking.
2. Campaign Architecture (Conversion-Only)
| Campaign Type | Objective | Optimization | Budget |
|---|---|---|---|
| Prospecting — Broad Australia | Conversions | Purchase | 35% |
| Prospecting — Scientific Interests | Conversions | Purchase | 25% |
| Prospecting — Advantage+ Shopping | Conversions | Purchase | 15% |
| Retargeting — High Intent | Conversions | Purchase | 15% |
| Retargeting — Website Visitors | Conversions | Purchase | 10% |
3. Audience Strategy
- Broad Australia — 28–58, AU geo.
- Interest stacks — Australian Universities + Biotech Industry + Scientific Research.
- Advantage+ — full automation with AU targeting.
- Retargeting: 7-day high intent, 14-day visitors, 21-day product page viewers.
4. Creative Strategy — Australian Research Authority
| Creative Type | Qty | Description |
|---|---|---|
| Premium Product Shots | 6 | High-end imagery with Australian landscape elements |
| Lab Authority Videos | 4 | Ethical sourcing emphasis with professional VO |
| Purity Carousels | 3 | Certificates and purity percentages |
| Advertorial Content | 3 | How to Verify Peptide Quality in Australia |
All ads linked to landing pages with mandatory 18+ verification and explicit TGA non-approval disclaimers.
5. Offer Strategy (High AOV)
- Free express shipping over $175 AUD.
- Premium research bundles at 20% savings.
- Loyalty program for institutional researchers.
- First-order 10% discount via 'AUSRESEARCH'.
Execution
- Weeks 1–2 — Tracking + age-gate, 16 creatives, TGA-compliant landing pages.
- Weeks 3–4 — Launch at $550 AUD/day. 88% approval rate. Initial CPA $58.40 AUD.
- Weeks 5–8 — Scaled to $1,100 AUD/day + retargeting + Advantage+. CPA $50 AUD.
- Weeks 9–12 — Scaled to $1,800 AUD/day. CPA $45.20 AUD, 3.4× ROAS.
Results
| Metric | Result |
|---|---|
| CPA | $45.20 AUD |
| CPATC | $2.85 AUD |
| CPIC | $6.20 AUD |
| ROAS | 3.4× |
| AOV | $172 AUD |
| Monthly Ad Spend | $42,650 AUD |
| Monthly Revenue | $145,010 AUD |
Key Takeaways
- 01TGA compliance is foundation — disclaimers and age-gates from day one prevent issues.
- 02Premium AOV offsets high CPMs — $175 free-shipping threshold pushed AOV to $172.
- 03Advantage+ accelerates Australian scale once sufficient data exists.