Funnel
Funnel Rebuild
Mapped the full customer journey from ad to close. Identified the drop-off: offer mismatch on the landing page. Built a focused lead capture page around a single, high-intent offer — no nav, no noise, one action.
Case Study · Chill Pill × AM Growth
How we rebuilt a supplements brand's funnel and cut their lead cost by 40% in the first month.
The Brand
A growing supplements brand with real product-market fit and strong organic presence. No paid media system in place — and no infrastructure to scale what was already working.
The Problem
Campaigns running to cold audiences with no funnel, no offer structure, and no tracking. Every dollar going in was a guess. Leads trickled in — or didn't — with no clear signal why.
The Result
New funnel, restructured offer, rebuilt paid stack across Meta and TikTok. CPL dropped 40% within 30 days. Lead quality improved enough that the pipeline actually started moving.
Scope of work
Funnel
Mapped the full customer journey from ad to close. Identified the drop-off: offer mismatch on the landing page. Built a focused lead capture page around a single, high-intent offer — no nav, no noise, one action.
Meta
Killed underperforming ad sets. Rebuilt campaign structure around purchase intent signals. Shifted budget to lookalike audiences seeded from actual buyer data. CPL hit $2 within the first 30 days — down from $12+.
TikTok
Built a separate TikTok lead gen flow, independent of the Meta funnel. Native lead forms with pre-qualifying questions to filter intent. Achieved $6 CPL — a strong result for supplements on TikTok.
"We were paying $12 per lead and getting nothing. AM Growth figured out the offer problem in the first week. Now the pipeline actually moves."
Methodology
How a cold stranger becomes a qualified lead ready for a sales call.
Meta CPL
Pulled from Meta Ads Manager at the campaign level. Purchase-optimised campaigns only. The $2 figure reflects the 30-day average after the restructured campaigns reached stable delivery.
TikTok CPL
Measured inside TikTok Ads Manager against native lead form campaigns. Cost-per-completed-form — forms included qualifying questions to ensure the number reflects actual lead quality, not just clicks.
40% reduction
Calculated against the client's previous 90-day average CPL before the AM Growth engagement. Baseline confirmed by the client from their own ad account history.