Pricepally Case Study

Pricepally is a Nigerian group-buying platform that lets users pool purchasing power to buy food items at wholesale prices. When I joined, the business had a strong product but lacked a structured paid acquisition engine to drive consistent, profitable growth.

Key Responsibilities

Owned full paid media strategy across Meta Ads and Google Ads
Designed and ran A/B tests on creatives, audiences, and landing pages
Built performance dashboards to track CAC, ROAS, and LTV
Collaborated with the product team on conversion rate optimisation
Managed retargeting flows to reactivate churned users

The Challenge

Customer acquisition costs were unsustainably high — above ₦3,500 per order — and campaigns were running without a clear segmentation strategy. The brand was targeting everyone and converting few.

Phase 01 — Discovery

Auditing the Funnel

I started with a full audit of existing campaign structure, audience segments, and creative assets. Analysed 6 months of data to identify which cohorts had the lowest CAC and highest repeat purchase rate — these became my seed audiences for lookalike modelling.

Phase 02 — Optimisation

Rebuilding the Campaign Architecture

I restructured campaigns into three tiers: Acquisition (cold lookalikes), Consideration (video viewers & website visitors), and Retention (past buyers). Each tier had its own budget, creative format, and bid strategy — stopping the leakage of budget on audiences already in the funnel.

Phase 03 — Scale

Scaling What Worked

Once the architecture was stable, I ran creative velocity — producing 3–5 new ad variations per week and rotating winners every 10–14 days. This prevented ad fatigue and kept CPMs low. I also introduced a monthly "group buy event" campaign that drove spikes in new user signups.

Before vs. After

Metric	Before	After
Cost per Acquisition	₦3,500+	₦1,200
ROAS	1.8x	4.3x
Monthly Active Buyers	~800	3,200+
Repeat Purchase Rate	18%	41%

Key Takeaways

Audience segmentation by funnel stage cut wasted spend by 60%
Creative rotation cadence is as important as audience targeting
Event-based campaigns (group buy days) generate outsized acquisition spikes

Pricepally