HHP (Home Health Products), a Flemish company, is dedicated to relieving chronic pain through innovative products, including the Andufit 7 mattress. This under-mattress, only 7 cm thick, contains powerful Andullation motors that send deep vibrations through the mattress above. These vibrations stimulate blood circulation, support rapid detoxification and provide deep relaxation that helps reduce pain symptoms.
HHP
SEA, Paid social
Our challenge was to achieve a Cost Per Lead (CPL) of €10 and generate at least 10 leads per day — all within a very limited budget (€50 per day for Meta and €50 per day for Google Ads). Although 80% of the leads entered the trial period, only about 10% were willing to purchase the product, often due to its high price point. This low lead-to-sale conversion rate created additional pressure on the CPL target.
Sleeplessness doesn't have time
Because of the performance pressure and the advertising restrictions on Google Ads and Facebook (related to promoting health-related products), we had to find a different way to improve results. The key insight was that this audience often takes action in the evening or at night, when their symptoms are most noticeable. This led to a very specific timing strategy.
Results
To achieve the desired CPL, we decided to rethink the ad scheduling and outperform the Google and Meta algorithms by steering them more precisely. We conducted an in-depth analysis of hourly and day-of-week performance, partly supported by ad scripts.
This analysis revealed that most leads were generated between 18:00 and 02:00, with additional peaks during weekends — yet most ad spend was being consumed during daytime hours.
Our strategy proved highly effective. After six weeks, we saw a significant drop in CPL — from €20 to an average of €12.50, and ultimately to the target of €10. This resulted in a total CPL reduction of 50%, making the campaigns profitable. And here under you can see the average number of leads and CPL per hour of the day after we implemented the optimisation.
