151%
increase in new customer ROAS
51.3%
Decrease in nCAC
31%
increase in total orders
Stop wasting ad dollars and work hours
Accelerate growth and profitability by blocking the ad buys that drive zero conversions.
Wasted Spend on the Wrong Customers
GOA Skincare, a premium men’s skincare brand known for targeting stress- and age-related skin concerns, was hitting a growth ceiling. Despite steady traffic and strong repeat buyers, GOA’s new customer acquisition was stalling.
Too much of the ad budget was being wasted on people who had already purchased:
40% of their ad budget was going to past buyers
Those past buyers made up 75% of their ad-attributed conversions
This left little budget to reach net-new audiences and drive incremental growth
In a category as hyper-competitive as DTC beauty & skincare, this is a profitability killer: every $1 wasted on retargeting an existing buyer is $3 in potential new customer revenue missed (for brands with a 3:1 ad ROI).
GOA had tried all existing exclusion tactics: website tags, budget caps, native customer list syncs from Shopify and Klavyio into Meta and Google Ads, manual list uploads, etc. But even with these tactics in place, the data kept telling them the same story. Native exclusion workflows weren’t keeping spend focused on new customers, so Goa needed a better fix.
Smarter, Real-Time Exclusions with WasteNot
GOA partnered with WasteNot, a no-code ad optimization platform designed specifically to fix broken exclusion workflows.
In just minutes, the team connected their Shopify, Klaviyo and Stripe account, as well as their Meta Ads, and Google Ads accounts with no outside engineering resources needed.
From there, the team defined detailed exclusion criteria using their own first-party data, filtering out past purchasers, low-LTV buyers, and other low-priority segments.
WasteNot’s automated exclusion engine eliminated the need for manual CSV uploads, while its superior data quality and proprietary exclusion tactics ensured that there was minimal ad spend wasted on undesirable users compared to traditional methods.
Crucially, WasteNot also worked across all campaign types, even those where exclusions typically aren’t available, such as Meta’s Advantage+ and Google Shopping campaigns. WasteNot’s platform the platform applying its own workarounds to ensure exclusions were enforced universally.
The payoff was immediate: GOA successfully excluded 70% more unwanted users compared to their old methods, freeing up more budget to focus on true new customer acquisition.
Growth Without Extra Spend
Within weeks of turning on WasteNot, GOA saw measurable improvements across every acquisition metric, without increasing budgets or changing creative strategy.
+151% increase in new customer ROAS
-51.3% decrease in cost to acquire new customers (NCAC)
+31% increase in total orders
+34.6% lift in conversion rate
Perhaps most impressive, these gains came during March, historically one of GOA’s weakest sales months. What should have been a seasonal dip instead became one of their strongest acquisition periods of the year.
151%
increase in new customer ROAS
51.3%
Decrease in nCAC
31%
increase in total orders
“WasteNot has been a miracle for new customer acquisition! These results are truly amazing,”
Rodrigo Diaz
CEO of GOA Skincare
With exclusions finally working the way they should, GOA’s team could trust their data, scale budgets with confidence, and test new creative knowing results reflected actual acquisition performance, not recycled conversions from existing customers.
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