About 20 new angles to 2 avatars: CPA $101.29 → $60.50
Commentary byROASArchiveOur analysis, not theirs@SamPiliero's team launched about 20 new angles aimed at 2 customer avatars, and cost per purchase fell from $101.29 to $60.50 (−40.27%).
The drop came while spend went up, according to the post.
The figures come from one Meta prospecting campaign over two 30-day periods.
- Cost per purchase: $101.29 → $60.50, a drop of $40.79 (−40.27%).
- Spend: said to be higher in the second period, but no figures are shown.
- Not shared: number of purchases, spend, ROAS or which angles won.
The change
Before
From 6/28/2026 to 7/27/2026, the prospecting campaign's cost per purchase was $101.29.
After
The team launched about 20 different angles for 2 avatars, plus many iterations. From 7/28/2026 to 8/26/2026, cost per purchase was $60.50.
Our reading: why it likely worked
Our interpretation, not the advertiser's claim.
- New angles reach people that the old ads had stopped reaching, which can bring CPA down.
- Aiming angles at two specific avatars likely kept the ads focused enough to land.
- CPA falling while spend rises is a stronger sign than a drop at lower spend, if the spend claim holds.
Caveats: This is a before/after on one campaign over two 30-day periods, not a split test. Spend and purchase counts are not shown, so we can't judge sample size, and many angles plus iterations were launched at once.
How to run this in your account
- Hypothesis
- If we launch many new angles aimed at a few clear customer avatars, then CPA will fall because fresh messages reach buyers the old ads no longer convert.
- Primary metric
- CPA
- Guardrails
- Spend
- Purchase volume
- Hook rate on new ads
- Who should try it
- Accounts where CPA has crept up on the same ads and there is budget to test many new ads. It won't fix a weak offer or product page.
Questions
How many new ad angles should I test?
This team launched about 20 angles plus iterations across 2 avatars. CPA then fell 40.27% over 30 days.
What is a customer avatar in ads?
It is a profile of a specific type of buyer.
Writing angles for each one keeps the message relevant to that group.
Can new angles lower CPA while spending more?
The post says spend went up as CPA fell from $101.29 to $60.50. Spend figures aren't shown, so treat that part as reported, not verified.