40%
month-over-month increase in new customers after activation
5,000+
additional new customers added month over month
27%
decrease in blended NCAC
Stop wasting ad dollars and work hours
Accelerate growth and profitability by blocking the ad buys that drive zero conversions.
CHALLENGE
Growth Trapped Inside a Single Audience
Lineage Provisions is a founder-led nutrition brand with a massive built-in audience. One of its co-founders, Dr. Paul Saladino, has more than three million Instagram followers, which helped fuel early growth.
But that advantage eventually became a constraint.
As Lineage scaled paid acquisition, Meta continued optimizing toward lookalikes of the same core audience. Over time, that feedback loop concentrated spend on existing customers , reduced reach, and steadily eroded performance.
“Meta is very good at finding lookalikes of our prototypical customer, which was very much in the Paul Saladino audience,” Matt Hayes, GM at Lineage Provisions, explained. “We were finding it harder and harder to break out of that ecosystem.”
Within just a few months, new customer acquisition costs spiked dramatically, and new customers made up a shrinking share of total volume. The team tried everything they could think of to escape the loop.
They improved pixel signal quality. Tested new creative angles. Aggressively pursued new personas. Exhausted every native exclusion tool Meta offered. Even rebuilt parts of their tracking infrastructure.
None of it worked.
SOLUTION
Breaking the Feedback Loop
Lineage first heard about WasteNot through peers in the DTC operator community. The recommendation stood out because it addressed the exact problem they were facing: Meta’s tendency to repeatedly serve ads to the same existing customers and highly-engaged prospects, even when exclusions were in place.
“I heard about WasteNot through Cody Plofker in Nik Sharma’s Slack,” Said Matt Hayes . “I remember thinking, that’s exactly what we need to test.”
WasteNot’s implementation is deliberately low-friction, even for non-technical marketers. Lineage connected WasteNot directly to its existing data sources (Shopify and Klaviyo), as well as its ad accounts, in under 10 minutes.
At this point, the team defined and activated dynamic, more effective exclusions without restructuring campaigns or workflows.
“It's an incredibly simple tool,” Matt said. “You pretty much set it and forget it, and it starts to do its thing on the back end.”
Within seven days, the impact was visible. The proportion of ads reaching new customers began climbing quickly, and the team created dedicated views inside Meta Ads Manager to monitor the new vs. returning mix in real time.
“You could see that mix changing,” Matt said. “Within about a week, we started to see positive movement.”
RESULTS
New Customers, New Headroom
Once WasteNot was fully active, Lineage saw immediate gains across both volume and efficiency.
New customer acquisition jumped by roughly 40% month over month, translating to an additional 4,000–5,000 new customers. At the same time, blended new customer CPA dropped by nearly $10.
“It all worked in tandem,” Matt said. “Absolute volume went up, and costs came down in a meaningful way.”
But the impact went beyond performance metrics. By breaking free from Meta’s tendency to re-target the same users, Lineage unlocked entirely new segments that had previously been crowded out.
“We learned a lot about our personas and who’s actually buying the product,” Matt said. “Medical practitioners, serious endurance athletes, food-as-medicine seekers etc. Those were groups we couldn’t really reach before.”
With exclusions finally holding, Lineage expanded the top-of-funnel campaigns, diversified demand, and created space to test creative and messaging against truly new audiences.
40%
month-over-month increase in new customers after activation
5,000+
additional new customers added month over month
27%
decrease in blended NCAC
“If you’ve tried a bunch of other things to fix user acquisition and haven’t been able to find an unlock, this is the one thing that I would recommend.”
Matt Hayes
General Manager at Lineage Provisions
CONCLUSION
Conclusion
For Lineage Provisions, WasteNot wasn’t just about maximizing growth efficiency from existing spend. It was about restoring Meta’s role as a true acquisition channel and escaping a growth ceiling created by overexposure to the same audiences.
“It’s a very high potential impact, very low cost test,” Matt said. “Why would you not do this?”
WasteNot gives brands a simple way to enforce exclusions that actually work, without complex setups, custom infrastructure, or constant monitoring.
To activate your own free trial of WasteNot, start with a demo and see how clean exclusions can unlock new growth.
To activate your own free trial of WasteNot and see how it can clarify and improve your Meta acquisition, sign up for a demo here.
COMPANY INFO
