40%
Decrease in nCAC
60%
increase in incremental revenue from new customers
5
Achieved results in 5 days from account activation
Stop wasting ad dollars and work hours
Accelerate growth and profitability by blocking the ad buys that drive zero conversions.
Meta Exclusions That Didn’t Hold
Jones Road Beauty, founded by Bobbi Brown, is one of the fastest-growing beauty brands in the world. Like most high-volume DTC companies, it relies heavily on Meta for customer acquisition. But even with multiple exclusion methods in place, far too much spend was being wasted on existing customers and other groups they wanted to avoid.
“Sometimes up to 40% of our Meta spend was going to existing customers,” Cody Plofker, CEO of Jones Road explained. “The numbers were just going down and more and more of our spend was going to existing customers over time.”
The team tried everything to solve the issue:
Klaviyo audiences
Shopify Audiences
Pixel audiences
All available native exclusion workflows in Meta
Direct integrations from their data warehouse
Manual CSV uploads
Nothing worked. An ever-increasing share of spend continued to leak to the wrong users, leading to a noticeable impact across key business metrics.Cody voiced his frustration publicly, even calling out the Marketing Operators podcast that “Meta exclusions are so broken. I think it’s the biggest issue with the platform right now”. That’s when WasteNot reached out with a new approach.
Exclusions That Actually Worked
Though initially skeptical, Cody agreed to a trial after WasteNot explained the mechanics behind its approach and how it was different from everything else Jones Road had tried.
Onboarding was straightforward: connecting Shopify, Klaviyo, Meta and Google required little effort, and exclusions were active within a day of setting up Jones Road’s WasteNot account..
“I was actually away when it launched,” Cody recalled. “When I came back, I remember thinking, did we just have some new overperforming ads? And then I realized the day we launched WasteNot was really the day it happened.”
Within a week, results were visible across Northbeam and blended MER metrics, and later on confirmed with incrementality testing in Haus.
More New Customers, Lower NCAC
For Jones Road, WasteNot didn’t just fix exclusions. It unlocked clarity and new opportunities for growth. Spend that was previously wasted on repeat customers was redirected to new audiences, giving the team confidence in their acquisition numbers and projections.
Before WasteNot, too much spend flowed to existing buyers. Within just 4–5 days of activation, new customers made up a far greater share of paid acquisition, while repeat targeting dropped to healthier levels.
Pre-WasteNot, only 60–70% of incremental revenue came from new customers. After WasteNot, that number jumped to 96%.
nCAC fell by 40%, even as total ROAS held steady.
Beyond the metrics, there were noticeable day-to-day differences. Cody himself used to see Jones Road ads constantly in his own feeds. After WasteNot, those impressions nearly disappeared, a clear sign that exclusions were finally working as intended.
40%
Decrease in nCAC
60%
increase in incremental revenue from new customers
5
Achieved results in 5 days from account activation
"WasteNot has made a huge difference for us. If you struggle with this exclusion issue (and most brands do), it’s definitely worth a shot.”
Cody Plofker
CEO at Jones Road Beauty
Time and again, exclusions (that actually work) have been one of the most effective ad optimization tactics for improving spend efficiency and growth KPIs.
Yet, traditional exclusion methods are woefully tedious to activate and manage, and often flat-out ineffective.
WasteNot offers a simple solution: exclusions that perform as they should, activated with ease and without the need for technical resources.
Learn more about WasteNot and activate your own free trial by signing up for a demo here.
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