Genomelink

Genomelink cut acquisition cost 73% by testing hooks, calls to action, Spark Ads, voiceovers and creators on TikTok.

73%

Lower customer acquisition cost

Genomelink cut acquisition cost 73% with an always-on UGC creative pipeline

About the brand

Genomelink turns raw DNA data from tests like 23andMe and AncestryDNA into personal insights on health, fitness and traits.

Industry: Consumer health tech / Genomics / Subscription app

Audience: Health-curious people aged 25 to 45 who have already taken a DNA test and want more from their data.

The challenge

Genomelink's cost per acquisition (CPA) kept climbing. Its image and carousel ads were stale, a tough economy pushed leadership to tighten customer acquisition cost (CAC) targets, and TikTok burned through creative fast.

The solution

More creative, faster. inBeat built an always-on production system that kept 5 to 10 performance user-generated content (UGC) videos in the pipeline at all times, so a fresh ad was ready before the last one fatigued. Every extra variation was another shot at a winner, and the account never ran dry.

The numbers

73%

Lower customer acquisition cost

124%

Increase in completed registrations

27%

Lower cost per registration

The creative

How we did it

Scope of work

Performance creative and UGC production for TikTok. inBeat ran an always-on video pipeline and tested hooks, calls to action, voiceovers and creators, with Spark Ads carrying the winners into paid.

Strategy

Test every lever that moves a registration. inBeat tested curiosity, identity and transformation hooks for the first three seconds, then calls to action that lowered friction for a freemium signup. Voiceovers and creator profiles, from science communicators to wellness and lifestyle creators, rotated until the data showed which voice drove registrations.

Execution

An always-on pipeline replaced campaign bursts. At any moment, 5 to 10 assets sat in briefing, shooting, editing or ready to launch. When an ad showed fatigue, through a rising cost per thousand impressions (CPM) or a falling click-through rate (CTR), its replacement was already waiting. The best organic-style videos ran as TikTok Spark Ads, and each batch's data shaped the next brief.

Results

Customer acquisition cost fell 73%. Registration completion rose 124% and cost per registration dropped 27%, driven by a pipeline that always had a fresh ad ready before the last one wore out.

See Our Performance Creative Services