17%
increase in ncROAS
22%
decrease in ad frequency
30%
increase in net profit margin
Stop wasting ad dollars and work hours
Accelerate growth and profitability by blocking the ad buys that drive zero conversions.
CHALLENGE
The Challenge: High Frequency, Wasted Spend, and a Ceiling That Wasn't Real
Candy Claws, an Australian DTC brand, was dealing with a problem many fast-growing advertisers face: ad frequency was climbing, spend was leaking to existing customers, and native Meta exclusions weren't holding.
Despite syncing Klaviyo lists and using Meta's built-in conversion exclusions, a meaningful share of ad dollars was still reaching people who had already purchased. Weekly frequency had crept up to 4.5, a clear sign the same audiences were being hit repeatedly.
Dylan, who handles media buying for Candy Claws, didn't initially realize there was a fix. "I thought it was just something we had to deal with," he said. "That the exclusions available just weren't perfect, and that was what we had to put up with."
The team had even started to believe they were approaching the ceiling of the Australian market, that their spend had nearly exhausted the addressable audience.
That assumption, it turned out, was wrong.
SOLUTION
The Solution: Fast Setup, Immediate Impact
Dylan first spotted WasteNot after seeing Cody Plofker from Jones Road Beauty hint at a tool that could solve a major exclusion problem. After finding WasteNot's name in the comments, he reached out, met with the team, and had the platform implemented within a week or two.
Setup was straightforward, even for someone who isn't deeply technical. "I had to get someone to help me with the Klaviyo exclusions," Dylan said. "But WasteNot was super easy. You pretty much just log into the account and set them up."
The results showed up almost immediately. Within the first week, the shift was visible in every metric the team tracked.
RESULTS
The Results: Profitability Up, Frequency Down, New Audiences Unlocked
The impact was fast and measurable. New Customer ROAS jumped from 1.8 to 2.1 in the first week, a 17% increase with no changes to creative or budgets. Weekly frequency dropped from 4.5 to 3.5 as ads stopped recycling through the same existing customers.
Net profit margin saw an immediate lift of 20–30%, and the percentage of new visitors climbed from around 80% into the mid-to-high 80s.
With stronger unit economics, the team was able to increase spend by roughly 20% over the following months, limited more by inventory constraints than by performance.
But the most surprising result was strategic. With existing customers finally excluded, Candy Claws discovered that the Australian market wasn't nearly as tapped as they'd believed. "We spend a decent amount relative to the size of the Australian market," Dylan said. "Implementing WasteNot made us realize there was still some room to move."
17%
increase in ncROAS
22%
decrease in ad frequency
30%
increase in net profit margin
"We thought we'd nearly tapped out the Australian market. Implementing WasteNot made us realize there was still room to move, which is really good."
Dylan Jarvis
Director of Growth at Candy Claws
CONCLUSION
Conclusion
Candy Claws assumed their exclusion problem was simply a platform limitation they had to accept. WasteNot proved otherwise, and in doing so, didn't just improve efficiency. It revealed an entirely new runway for growth the team didn't know existed.
WasteNot offers a simple solution: exclusions that actually work, set up in minutes, with immediate impact on profitability and reach.
Learn more about WasteNot and activate your own free trial by signing up for a demo here.
COMPANY INFO
