Haven

Overview

Cutting CAC by 20% with sharper funnel visibility and better ad creative

When Haven engaged Fat Earth, the challenge was clear: long sales cycles, complex incentive programs, and a data environment that obscured down-funnel clarity. Early campaigns drove top-funnel activity but struggled to translate into efficient customer acquisition. We set out to engineer a strategy that tightened attribution, sharpened creative, and pulled the right levers for profitable scaling.

The Strategy

We rebuilt Haven’s paid engine around efficiency and clarity. On Meta, we expanded targeting with quality lookalikes and high-performing geographies, while testing fresh creative formats like UGC to unlock direct conversions. On Google, we re-optimized from MQLs to SQLs, ensuring spend chased sales-ready leads. Finally, we implemented a new naming and tracking framework to surface actionable audience insights without disrupting Haven’s internal systems.

Unique Challenges

Haven’s space is constrained by regulation, dependent on state programs like California’s SGIP, and shaped by an extended purchase journey. Balancing the dual needs of brand trust and performance efficiency required precision: expanding reach without diluting lead quality, and re-engineering reporting systems without disrupting Haven’s internal workflows.

What Worked Well

High-quality lookalike audiences and rapid creative testing delivered immediate wins—UGC concepts alone drove over 10 new customers. On Google, shifting optimization to SQLs pushed CAC 35% below goal, while smarter keyword exclusions reduced wasted spend. Behind it all, a refined attribution structure gave Haven visibility into which audiences and ads were truly moving the needle.