ESN
How ESN found new customers beyond what Broad could reach
About
ESN is Germany's leading sports nutrition brand, offering a Tull portfolio of protein supplements, functional foods, and titness accessories - sold orimarilv throuch their own D2C channel across DACH.
Industry
Sport Nutrition
Market
Europe
Headquarters
Elmshorn, Schleswig-Holstein, Germany
Channels
Meta Ads, Google Ads
Challenge
ESN’s strong brand means many ad-driven conversions would have happened anyway. Broad campaigns looked good on revenue and ROAS, but those numbers don’t show whether spend reaches new customers or just captures existing demand.
Solution
Use Innkeepr to build Seed Signals per product line from incrementality scores, run them as Meta lookalikes next to unchanged Broad ad sets, and measure how many new customers each setup brings in.
Results
2.3x more new customers than Broad ad sets.
Seed Signals for three product lines.
Runs alongside Broad, not instead of it.
One of Germany’s best-known sports nutrition brands
ESN sells protein, creatine, and functional foods, mainly direct-to-consumer across DACH, with paid acquisition on Meta and Google. Its brand is strong enough that a lot of paid traffic is people who were already looking for ESN. With Innkeepr, ESN now reaches new customer segments that Broad campaigns don’t get to.
Strong ROAS doesn’t mean new demand
When a well-known brand runs Broad campaigns, the audience naturally includes people already searching for it. ROAS looks strong, but the team couldn’t tell whether spend was creating demand or only capturing it. The goal was clear: grow new customer acquisition beyond what Broad delivers, without relying on existing brand demand.
Seed Signals per product line
Innkeepr analyzed behavioral data from the ESN shop and scored each visitor by predicted incremental lift: the probability that an ad changes the purchase decision instead of just coinciding with it. From these scores, Innkeepr built a Seed Signal for each product line: Bundles, Isoclear, and Designer Whey. The signals sync to Meta as the source for lookalike audiences and refresh automatically as new data comes in. Broad campaigns kept running unchanged. The Innkeepr lookalikes ran in parallel from January to March 2026, so the test showed what they add on top of Broad.
“We knew Broad was efficient, but we suspected a lot of it was organic demand we’d have captured anyway. 2.3x more new customers in three months made the case.”
Paul Keil, Team Lead Paid Social
ESN
Building alongside Broad
Over three months, Innkeepr Seed Signals brought in 2.3x more new customers than Broad ad sets. For ESN, this wasn’t a reason to drop Broad. Broad still captures high-intent demand efficiently. The Seed Signals reach the segments outside that pool, and they update automatically, with no static lists to maintain.
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