Xella Case Study
11,867 Signups at $6.10 CPL
7 Weeks Early
In December 2025, Xella Health approached us as they prepared to launch an AI-powered women’s health testing and concierge care platform.
Their product aimed to bring clarity to complex and often misdiagnosed conditions including fertility challenges, perimenopause, PCOS, endometriosis, and early cancer risk — all through multi-omic testing and expert-guided insights.
With a mid-April 2026 launch date, they needed to generate significant early demand — fast.
The Goal
• 10,000 Waitlist Signups
• Target CPL: $10–$12
• Timeline: ~4 Months
The Strategy
we focused on speed to signal.
Phase 1: Rapid Creative Testing
We launched:
• Meta campaigns targeting women 25–50 with layered interests
• 8 initial creative assets
• 2 Google Search ad groups (“women’s health test” & “symptoms”) focused on high-intent queries
Within weeks, one Meta carousel clearly outperformed the rest. Rather than evenly distributing spend, we consolidated budget behind the winner and rapidly developed iterations (static, video, additional messaging angles). This allowed us to scale what worked without resetting performance.
Phase 2: Conversion Friction Reduction
Initial campaigns optimized toward website conversions with CPL around $8, already below goal. We then introduced:
• Meta Instant Forms (with qualifying questions to increase lead quality)
• Streamlined mobile-first flow
This reduced friction and improved both volume and efficiency.
Phase 3: Expansion & Efficiency
As performance stabilized, we layered in:
• UGC video creative to improve trust and relatability
• Google Performance Max to expand reach
• Ongoing creative iteration based on audience feedback
Over the following months, CPL stabilized around $5 — nearly 50% below the projected benchmark.
KEY OUTCOMES
10,000 waitlist goal reached 7 weeks ahead of launch
49% lower CPL than projected benchmark
1,867 additional signups or +19% beyond initial goal (to date)
Strong pre-launch validation heading into April launch
WHY IT WORKED
Aggressive early creative testing
Rapid consolidation around winning assets
Frictionless conversion strategy
Continuous iteration, not static scaling
the results
$72.3K
Total Spend
11,867
Waitlist Signups
$6.10
Blended CPL
$5.24
Meta CPL
