€10 price cut, same ads and budget: CPA €170.34 → €93.51
Commentary byROASArchiveOur analysis, not theirsA brand cut its product price by €10 and left the ads, audience and budget alone, and CPA fell from €170.34 to €93.51 (−45%). @SamPiliero shared the result from a community post.
Revenue for the next 10 days was €50,846.21, up from €26,544.91 in the period before.
- CPA: €170.34 → €93.51. Each purchase cost about half as much as before.
- ROAS: 2.5x → 4.5x. Each euro of ad spend returned far more revenue, even at the lower price.
- Revenue: €26,544.91 → €50,846.21, or €24,301.30 extra. The after chart shows +115%, but against its own comparison period, which is not clearly the before period above.
- Not shared: the product price, margin per order and order count, so profit after the cut is unknown.
The change
Before
The brand already had a clean setup: audience, creative and campaign structure in place, at the original price. The earlier period brought in €26,544.91 at a €170.34 CPA and 2.5x ROAS.
After
The team changed one thing and lowered the price by €10. Ads, audience and budget stayed the same for the next 10 days.
Our reading: why it likely worked
Our interpretation, not the advertiser's claim.
- The ads were already getting attention, so the price on the product page was likely the real blocker.
- A €10 cut that nearly halves CPA suggests the old price sat just above what cold buyers would pay.
- The poster says the cut came after studying the product, market and competitor prices, so it was an informed bet rather than a random discount.
Caveats: This is a before/after over two periods, not a split test. The brand, product, base price, platform and dates are hidden, and only 10 days of results are shown, so seasonality or other changes could explain part of the gain. The figures are self-reported in a community post.
How to run this in your account
- Hypothesis
- If we lower the price by a small, fixed amount while keeping ads, audience and budget the same, then CPA will fall because more of the people already clicking will buy.
- Primary metric
- CPA
- Guardrails
- Contribution margin per order
- ROAS
- Conversion rate on the product page
- Who should try it
- Brands whose ads get clicks but whose product page converts poorly, and who have margin to give. It probably won't help if the ads themselves are the problem, or if margins can't absorb a lower price.
Who got the result
@SamPiliero shared this on X. The numbers are theirs.
View the original post on X
Questions
Can lowering the price cut ad CPA?
In this case it did. A €10 price cut, with nothing else changed, took CPA from €170.34 to €93.51 over the next 10 days.
Should I test price before new ad creative?
If your ads already get clicks but few sales, price is worth a test.
Here, the ads were left alone and the price change alone moved ROAS from 2.5x to 4.5x.
Does a price cut hurt profit?
It can. This post doesn't share margins, so check profit per order, not just CPA and ROAS, when you run a price test.