Mylk Labs’ store leaned on repeat buyers and was shrinking. We moved budget into a rebuilt Meta program, and new customers rose 60% in nine months while cost per new customer fell 13%.
Media Buying
Creative
Strategy
Mylk Labs
New customers, nine months
New customers, Q3 2026
Cost per new customer
Leaning on repeat buyers
Returning customers outnumbered new ones by about 64%, and sales were down 5% for the year.
Little for Meta to learn from
The pixel had recorded no purchases for months, so the account was starting cold.
We moved the budget to where first-time buyers were cheapest to find.
Shifted spend from Google into a rebuilt Meta account.
Tested new ads every week and backed the ones that won.
Judged spend on cost per new customer, not blended MER.
From January to September, new customers rose 60% and net sales rose 20%. In Q3, new customers were up 227% on the year before.
Grace Cheng, Mylk Labs
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