EatBetter is a health and fitness subscription app whose influencer content was not yet paid acquisition. It became paid acquisition, 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 first stage of that testing method is 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.
How the work was run
The work ran in 2025. I ran the Meta account myself, from the campaign structure to the creative tests and the budget. The ads came from creator content that was already working organically for EatBetter. Each video went through the same elimination round as any other ad, and only the versions that pulled away moved on to purchase campaigns.
How the ROAS is measured
The 70% and 230% are blended ROAS read on cohorts. Revenue from everyone who installed in a period, paid and organic together, is set against the ad spend of that period.
What to check first on a similar app
If creator content works organically and paid has not caught up, three checks come first. Purchase events have to reach Meta, or no test can find a winner. The creator videos need testing as ads, at a few hundred dollars per install round, before real budget goes behind them. And the paywall needs a look at the same time, because a better conversion moves ROAS as much as a better ad does.
Questions people ask
Why did creator content work as paid?
Because it already read as a post, not an ad, and because it was tested like an ad instead of 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.