Advantage+ Implementation Drives 30% CPA Improvement for Cue Health

The Challenge

Cue Health is a D2C connected health platform that provides diagnostic testing kits and treatments for a variety of medical conditions. They partnered with ADM in 2023 to help them further their mission of bringing convenient, quality care solutions to more people. Cue Health sought to scale these efforts on Meta Ads, but their existing strategy was only keeping pace with their existing CPA goals due to legacy campaign types and over-segmentation. If ADM could increase efficiency and dramatically decrease their CPAs, they would be able to grow their program further.

Our Solution

ADM’s solution was to implement an Advantage+ campaign that would bring Cue Health’s Meta Ads account up to date and help unlock new efficiency. Advantage+ is a newer, AI-driven campaign type that can be deployed as a single campaign with broad targeting, allowing the algorithms behind it to find relevant audiences and maximize sales. ADM has produced Advantage+ success in a number of client accounts, and we knew this would be a benefit for the client. 

We worked closely with Cue Health to ensure that our implementation would not disrupt their ability to segment their reporting and understand what areas of their varied business were performing well on Meta. We aligned on specific campaign, creative, and UTM conventions to maintain reporting clarity despite the account overhaul. ADM curated a selection of top-performing creatives across all of Cue’s service lines to ensure that all their offerings would be equally represented in the new Advantage+ campaign. After launch, the campaign continually demonstrated strong performance improvements, prompting ADM to recommend incremental account scaling in order to capitalize on the account’s ability to grow without straining efficiency.