+58%
YoY Revenue Growth
+98%
YoY New Customer Rev.
+35%
YoY Contribution Margin
-11%
YoY Blended CAC
+136%
YoY Meta Ad Spend
+54%
YoY Meta ROAS (1d Click)
Edge Electrolytes is a premium supplement brand founded by a father-son duo in Brisbane, Australia. The brand creates uniquely natural electrolytes derived from pure ocean water, operating as the direct-to-consumer division of parent company Pure Aussie Sports, which also supplies their innovative ocean mineral mix to B2B, agricultural, and white-label markets.
Edge Electrolytes approached Factor after several years of steady growth with founder-managed advertising. While achieving consistent results, the time had come to accelerate their expansion by bringing in specialised expertise. The founders recognised that scaling Meta Ads effectively required both advanced strategic knowledge and a robust creative production system—particularly for generating high-quality UGC content at scale, a time-consuming process they couldn't sustain internally.
The objective was clear: dramatically accelerate business growth by scaling Meta Ads without sacrificing the healthy profit margins they'd worked hard to establish. Edge needed a partner who could implement a financially-sound scaling methodology, develop a high-volume creative testing process, and build a sustainable customer acquisition system that would pour fuel on their existing foundation while maintaining profitability metrics.
Solution
As always, Factor deployed our proven Growth System for Edge Electrolytes, a comprehensive triple-pronged approach combining Meta Ads, ad creative and financial growth strategy.
Ad Creative
We focused immediately on Edge Electrolytes' primary challenge: creative production at scale. The founders had successfully handled strategy and campaign management but couldn't sustain the intensive resource requirements of continuous creative testing. Our solution delivered exactly what they needed—a systematic approach to generating diverse, high-performing ad creative.
We researched key selling points of their ocean mineral formula, identifying distinct messaging angles for different audience segments: performance benefits for athletes, natural sourcing for health-conscious consumers, and recovery advantages for active lifestyle customers. For each angle, we produced multiple creative formats—educational content explaining the science, lifestyle videos showing the product in use, and compelling testimonials highlighting specific benefits.
This multi-faceted approach tested hundreds of creative combinations monthly, rapidly identifying winning ads that dramatically improved performance metrics and unlocked Edge's ability to scale profitably—precisely the outcome they sought when partnering with Factor.
Meta Ads
Our Meta Ads implementation for Edge Electrolytes leveraged a sophisticated product-angle approach rarely seen in supplement marketing. Rather than the common tactic of consolidating all products into broad campaigns, we created dedicated campaigns for each of Edge's bestselling SKUs—with separate campaigns for identical products targeting different benefits and audience segments. This nuanced structure proved particularly effective for their ocean mineral electrolytes, where performance, natural sourcing, and recovery messaging each resonated with distinct customer groups. By maintaining separation between these angles, we achieved parallel scaling across multiple audience segments simultaneously.
Our shift to click-based attribution eliminated the misleading metrics that often inflate marketing results, while our profit-focused cost controls allowed for dynamic spending adjustments based on real-time conversion patterns—maximising efficient growth during high-demand periods while protecting profitability when conversion costs increased.
Growth Strategy
For Edge Electrolytes, our growth strategy leveraged their excellent customer retention to pursue an aggressive yet sustainable expansion plan. After auditing their historical performance data, we identified that their impressive repeat purchase behaviour justified a break-even new customer acquisition approach—knowing each customer would generate significant lifetime value. This strategy was particularly viable given the financial stability provided by their B2B and wholesale channels.
Our implementation of Factor's daily profit tracking system revolutionised their visibility into acquisition economics, allowing for immediate tactical adjustments rather than month-end surprises. By creating detailed forecasting models for both returning and new customer revenue, we established precisely calibrated targets across all levels of the business—from overall revenue goals down to specific Meta campaign metrics—providing a clear scaling roadmap that balanced aggressive growth with long-term profitability.
The integrated approach of our Growth System eliminated the guesswork and ambiguity typically associated with scaling, replacing it with a proven framework for profitable growth.
Results
+58%
YoY Revenue Growth
+98%
YoY New Customer Rev.
+35%
YoY Contribution Margin
-11%
YoY Blended CAC
+136%
YoY Meta Ad Spend
+54%
YoY Meta ROAS (1d Click)
The results of our partnership with Edge Electrolytes tell a compelling growth story. In just one year, we delivered remarkable improvements across all key metrics: 58% year-over-year revenue growth alongside a substantial 98% increase in new customer revenue. Despite increasing Meta ad spend by 136%, we improved efficiency metrics rather than seeing the typical diminishing returns—Meta ROAS (1-day click) increased by 54% while blended customer acquisition costs decreased by 11%. Perhaps most impressive is the 35% growth in contribution margin, demonstrating that this rapid expansion came with improved profitability, not at its expense. These results validate our approach of creating separate campaigns for different product angles while implementing high-volume creative testing to unlock Edge's true scaling potential.
