A health and fitness subscription app with influencer content that was not yet paid acquisition. It became one, on Meta, with the paywall optimized alongside it.
This is the case for creator content as paid acquisition and for treating the paywall as part of the campaign. It is the fastest result on the site, and the one a financier underwrote.
The starting point
Creator content that worked organically and a paid channel that had not caught up to it. Blended ROAS sat at 70 percent.
What was built
- Creator content run as paid: influencer content turned into Meta ads and tested the way any other creative is tested, with the winners scaled. The testing method is the same one written out on this site.
- Paywall optimization run alongside the acquisition, so the conversion the ads were buying improved at the same time as the ads. The trial question is part of that work.
What happened
Monthly recurring revenue went from $10K to $180K in two months. Blended ROAS went from 70 percent to 230 percent in the same window. In July 2026 EatBetter secured $2M in user acquisition financing from Leus, underwritten on the growth performance of the account.
Questions people ask
Why did creator content work as paid?
Because it already read as a post rather than an ad, and because it was tested like an ad rather than shipped on faith. The elimination round is the test that ran.
Why touch the paywall?
Because the ads were buying a conversion, and improving that conversion moved ROAS as much as improving the ads did. The two were run together on purpose.