+37%
increase in net profits
-35.3%
decrease in new customer acquisition costs (nCAC)
+20%
increase in marketing efficiency ratio (MER)
Stop wasting ad dollars and work hours
Accelerate growth and profitability by blocking the ad buys that drive zero conversions.
Ad Spend Trapped on Repeat Buyers
Mirai Clinical is a female soap and bodywash brand built for older demographics with specific skincare needs. As the brand grew, new customer acquisition began to plateau. Too much of their ad budget was being wasted on existing customers, dragging down incremental growth.
Even after trying multiple tactics (site tags, CAPIs, budget caps, and syncing CRM user lists into Meta and Google, etc), Mirai’s data told a different story:
45% of ad spend was going to past customers
Those past customers made up 80% of ad-attributed conversions in top-of-funnel campaigns
“As a leading brand in a niche category, we were frustrated by more of our ads hitting repeat buyers because exclusions weren’t working.”
Mirai’s experience reflected what many DTC marketers, including Cody Plofker and Ash Melwani, have highlighted: native exclusion workflows in Meta and Google aren’t effective enough to keep budgets focused on new customers.
Real-Time Exclusions That Actually Worked
Mirai partnered with WasteNot to fix what they saw as their primary blocker to growth: broken exclusions.
With WasteNot, the team was able to:
Connect their stack in minutes: Shopify, Klaviyo, Meta, and Google Ads were integrated with no engineering resources required.
Define smarter rules: Through WasteNot’s point-and-click interface, Mirai set exclusion criteria by campaign and ad group, filtering out past purchasers, warm audiences, and other low-priority segments.
Stop wasting spend on non-incremental buyers: Data from TripleWhale revealed past customers and warm audiences were buying at the same rate with or without ads. WasteNot ensured those groups were excluded, reallocating budget to true net-new prospects.
By excluding 70% more mistargeted users than traditional methods, Mirai finally redirected ad dollars toward real growth instead of retargeting repeat buyers who didn’t need ads to convert.
Lower nCAC, Higher Profits in 30 Days
The shift was immediate. Within one month of activating WasteNot, Mirai saw explosive growth, all while decreasing spend by 5%:
+140% increase in web visitors
-35.3% decrease in new customer acquisition costs (nCAC)
+20% increase in marketing efficiency ratio (MER), leading to a +37% increase in net profits
+37%
increase in net profits
-35.3%
decrease in new customer acquisition costs (nCAC)
+20%
increase in marketing efficiency ratio (MER)
"WasteNot slashed our customer acquisition costs by almost 40% in less than 30 days. Our exclusions weren’t working, but WasteNot completely fixed that, giving us confidence to scale smarter.”
Koko Hayashi
CEO of Mirai Clinical
By turning off wasted spend and focusing entirely on incremental new customers, Mirai not only grew faster but also scaled more profitably.
Mirai’s results reinforce a challenge every DTC brand faces: Meta and Google’s algorithms over-deliver to existing customers and warm audiences, inflating campaign metrics while stalling true acquisition.
Legacy exclusion methods can’t solve the problem. But WasteNot can.
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