MORE Nutrition
How MORE Nutrition stopped paying for customers it would have won anyway
About
MORE Nutrition is one of Germany's fastest-growing nutrition brands, built on the „smart swap" - everyday food reformulated with less sugar and no loss of taste - with 200+ products sold primarily D2C across DACH.
Industry
Supplements
Market
Europe
Headquarters
Elmshorn, Schleswig-Holstein, Germany
Channels
Meta Ads, Google Ads
Challenge
MORE’s Meta prospecting delivered stable CPAs, but the share of new customers stayed flat. Automated placements favored returning buyers and high-intent visitors who would have purchased anyway, and the waste only showed up in after-the-fact reporting.
Solution
Use Innkeepr to score every site visitor by predicted incremental lift, exclude the visitors who would buy anyway from Meta prospecting, and prove the effect in an A/B test against control ad sets.
Results
New customer CAC 39.7% lower vs. control.
New customer share 14.5% higher vs. control.
Exclusion Signals now standard in all prospecting campaigns.
One of the fastest-growing nutrition brands
MORE Nutrition sells more than 200 products, mainly direct-to-consumer across DACH, with paid acquisition on Meta and Google. A strong brand also means a large share of site visitors are returning customers or people who were going to buy anyway. With Innkeepr, MORE keeps those visitors out of its Meta prospecting, so the budget reaches people who are new to the brand.
Cheap conversions aren’t the same as new customers
Automated placements are very good at one thing: finding the cheapest conversion. For MORE, the cheapest conversions often came from returning buyers and high-intent visitors. CPAs looked stable, but new customer share wouldn’t move. Broad targeting and Advantage+ kept shifting prospecting budget toward people who needed no persuasion. The team suspected that a lot of these conversions were demand they would have captured anyway, but had no way to test it or to act on it before the ad was served.
Excluding the visitors who would buy anyway
Innkeepr scored every site visitor by predicted incremental lift, using anonymous first-party behavioral data. No login or CRM match was needed. The lowest-scoring 20–40% became four Exclusion Signals: • Visitors, last 30 days • Visitors, 30–90 days • Visitors, 90–180 days • Purchasers, last 360 days The signals refresh daily and sync to Meta, where they are excluded at ad set level on top of MORE’s existing exclusions. To measure the effect, MORE split a few dozen ad sets into control and test with identical budgets, creatives, and bid strategies. The exclusion layer was the only difference. About 30% of prospecting spend ran in this structure for six months.
“We knew Broad was efficient, but we suspected a lot of it was organic demand we’d have captured anyway. Innkeepr gave us a way to test that hypothesis.”
Paul Keil, Team Lead Paid Social
MORE Nutrition
Exclusion Signals as the default prospecting setup
The test was significant at p < 0.05, and the impact on MORE was clear: • New customer CAC 39.7% lower than in control ad sets • New customer share 14.5% higher than in control ad sets The same budget now reaches people whose purchase depends on the ad, so each new customer became cheaper to acquire. Exclusion Signals are now part of MORE’s standard campaign build. They refresh daily and need no manual list maintenance.
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