Case study · Hemp, DTC

Binoid: paid social cost per acquisition down 30 percent.

Binoid, a DTC hemp brand, wanted paid social to scale without its acquisition costs scaling with it.

Paid social cost per acquisition fell 30 percent in four months, and Binoid’s CEO credits the partnership with a 36 percent improvement in the ROI of its ads. This case study covers the problem Binoid brought to Parah Group, the changes we tested and shipped, and what other brands can take from it.

Client	Binoid
Industry	Hemp, DTC
Services	Landing pages, Offer development
Result	Paid social cost per acquisition fell 30% in four months

The challenge

Binoid is a DTC hemp brand that buys paid social traffic. Hemp is a category where ad platform rules add friction, and every point of cost per acquisition decides how far spend can scale.

The goal was to make paid social cheaper per customer by improving what happened after the click, and to give the brand new offers and funnels to scale with.

What we did

Launched multiple landing pages every month. Each page tested a different angle and a different product, so the program learned which messages and products paid traffic responded to.
Ran offer tests. Offers were tested alongside the pages to find what moved buyers.
Developed new offers and funnels. New offers and funnels gave the brand more ways to scale its spend.

How the program ran

Binoid’s program centered on the landing side of paid social: the pages and offers the ads sent traffic to. Every month brought multiple new landing pages, each testing a different angle and a different product, with offer tests alongside them.

Each page was a test. The results showed which angles and products paid traffic responded to, and those answers shaped the next month’s pages. Andrew Cowan, Parah Group’s founder and a former brand-side CMO, runs every account personally, so the person reading the results is the person deciding what comes next.

The result

Paid social cost per acquisition fell 30 percent in four months, and Binoid’s CEO credits the partnership with a 36 percent improvement in the ROI of its ads. Every number in this case study was published with the client’s permission.

“They’ve unlocked potential we didn’t even know we had. Parah Group is a game-changer for us, boosting our bottom line by improving the ROI of our ads by 36%. They have helped us develop new offers and funnels to really drive scale.”
Elan Lipin, CEO at Binoid

What other brands can take from this

A better landing page lowers cost per acquisition with no change to the ad account.
Test angles and products on pages, not only in ads.
Offers are part of the funnel, and they are testable.

Related services: Landing page design, Facebook ads, Paid social agency. More results are on the case studies page, and the person behind every account is introduced on About Andrew Cowan.

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