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How Cool Crutches found its audience on Meta and grew revenue 18.4% in one month
Cool Crutches is an award-winning UK mobility brand selling stylish, silent, ergonomic crutches designed for people who need walking aids for longer-term use. Generate Agency used a structured persona testing approach across Meta and Google Ads to identify which audience segments converted most efficiently, helping grow store revenue from £81,415 in January to £96,401 in February while Meta Triple Attribution ROAS increased from 3.13x to a peak of 5.59x.
OUR RESULTS
THE PROBLEM
Cool Crutches did not have a product problem. It had an audience discovery problem. Because this is a niche mobility product, you cannot simply target “people who need crutches” on Meta. The challenge was identifying the different customer personas most likely to convert, then matching the right message and creative to each one. Google could capture existing demand from people already searching for products like stylish or silent crutches, but Meta had to do the harder job of finding and educating the right audience first.
WHAT WE DID
1. Mapped the distinct customer personas before building any campaigns
Before launching anything on Meta, Generate Agency mapped the identifiable customer segments for Cool Crutches, including temporary injury recovery, long-term condition management, progressive disability acceptance, and gift purchase. Each segment had different emotional drivers, so each required different creative, messaging, and offer framing.
2. Built Meta campaigns around persona signals, not generic interest targeting
With the personas defined, Generate Agency built Meta audience structures around the signals each persona cluster was likely to share, including community pages, condition-adjacent interests, and life-stage indicators. Creative was then matched to each cluster so budget could be concentrated on the audiences converting new customers most profitably.
3. Tracked new customer ROAS separately to distinguish genuine growth from retargeting
To avoid blended ROAS flattering performance, Generate Agency tracked NC ROAS and NCPA separately each week. Through January and February, 60–80% of Meta conversions each week came from new customers, confirming the campaigns were genuinely expanding the audience rather than recycling existing demand.
4. Ran Google to capture the high-intent demand Meta was building
Google’s role was to capture the searches that Meta activity was stimulating. Someone who saw a Cool Crutches ad and later searched for terms like “comfortable silent crutches UK” was then converted through Google at very high efficiency, with Triple Attribution ROAS ranging from 14x to 26x across the quarter.
5. Let the data drive budget allocation week by week
Rather than fixing budgets at the start of the quarter, Generate Agency moved spend toward the persona clusters and channels delivering the strongest new customer performance each week, using Triple Whale reporting to guide allocation decisions.
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THE RESULTS
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Revenue growth
- Store revenue grew from £81,415 in January to £96,401 in February
- This represented 18.4% growth in one month
- Total sales increased from 1,101 to 1,198 over the same period
Meta performance
- Meta Triple Attribution ROAS improved from 3.13x in week one
- It increased to 4.78x in January as persona testing began to identify stronger audience signals
- It then reached a peak of 5.59x in the week of 12–18 February
New customer acquisition
- 60–80% of Meta conversions each week came from new customers
- Meta new customer ROAS peaked at 3.28x
- NCPA regularly ranged between £17 and £30, staying within the margin requirements for a product with a £66–84 AOV
Google performance
- Google Triple Attribution ROAS stayed between 14x and 26x
- Conversion rates on Google sessions ran between 5–7%
- Google captured high-intent demand efficiently while Meta handled audience discovery and demand creation
"thank you all so much for your incredible hard work. We would absolutely not have got to here without you and I am so grateful!"
FAQs
How do you advertise a niche medical product on Meta without being able to target the condition?
You target the life around the condition rather than the condition itself. Persona testing helps identify the communities, interests, behaviours, and life-stage signals that correlate with the people most likely to need the product.
Why did Google perform at a much higher ROAS than Meta?
Because Google captured explicit search intent from people already looking for stylish, silent, or ergonomic walking aids. Meta’s job was earlier in the journey, building awareness and identifying the right audience before search demand appeared.
How did you make sure Meta was driving real growth?
Generate Agency tracked new customer ROAS and new customer CPA separately from blended performance. With 60–80% of weekly Meta conversions coming from new customers, the campaigns were clearly expanding the audience rather than relying on repeat buyers.
What made persona testing work in this case?
Each Cool Crutches customer type had different motivations and needed different creative. By testing persona-specific messaging and moving budget toward the strongest-converting clusters, Generate Agency built a more efficient acquisition system over time.
What did the revenue growth show?
The rise from £81,415 to £96,401 showed what happens when persona testing begins to compound. The audiences identified in January improved campaign signals in February, and the best-performing creative angles were then refined and scaled.
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