Pip Wellness creates thoughtfully formulated, female-focused CBD products built around relief, confidence, and everyday well-being. Lion Media partnered with Pip to restructure their Meta funnel and rebuild landing pages around purchase intent, turning a leaky acquisition system into a conversion engine.
Pip’s Meta campaigns were generating clicks, but conversions were leaking out before checkout. The funnel was working in pieces, but not as a system.
Cost per acquisition was rising as competition increased in the wellness category, and landing pages weren’t built to support the specific ad audiences being driven to them, creating an expensive disconnect between ad spend and revenue.
Without a coordinated Meta funnel and landing page system, Pip couldn’t scale spend profitably or compete against more established wellness brands on cost efficiency.
We rebuilt Pip’s acquisition system from ad to checkout. The Meta funnel was restructured around audience intent, and landing pages were redesigned to match each ad set’s message and offer.
Creative was rebuilt around real purchase motivations, not surface aesthetics. Each variation tested a specific hook, benefit, or use case mapped to a defined audience segment.
Landing pages were rebuilt for each major audience and product line, with messaging, social proof, and checkout flow optimized to match the ad they came from. Conversion rate optimization ran continuously alongside paid testing.
The result was an aligned Meta and CRO system where every dollar of ad spend was supported by a landing experience engineered to convert.
Meta was rebuilt as a coordinated acquisition system, not a collection of disconnected campaigns. Facebook and Instagram ad sets were restructured around audience intent, with each segment tied to a dedicated landing page experience.
Creative testing ran continuously across hooks, formats, and angles. Winners were scaled aggressively, losing variants were cut before they could drag down account-level performance.
Landing pages were rebuilt alongside the ad funnel: clearer headlines, message-match to the ad, friction removed at checkout, and social proof positioned where it mattered. Each CRO change was tested, measured, and held to a contribution-margin standard before being kept.
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