×Goodier LabsThe first 7 days of Goodier Labs on Meta put the story of a 100-year-old formulation lab in front of 14,838 people, drove 3,334 video views, and earned a 9.14% click-through on United States prospecting - roughly 5 times a typical benchmark. The first inbound lead is already in. This is a read on how the launch is landing, not a performance verdict: at this volume a cost per lead would be noise, and we say so plainly below.
Each campaign runs a different job - cold prospecting to find new brands, and a warm campaign to re-engage people who have already met the lab. We read each on its own terms rather than one blended number.
| Campaign | Spend | Reach | Impr. | CTR | CPC | Video views | Leads |
|---|---|---|---|---|---|---|---|
| ProspectingCold - Texas | $90.46 | 1,157 | 1,541 | 5.00% | $1.17 | 666 | 0 |
| ProspectingCold - United States | $86.87 | 809 | 1,018 | 9.14% | $0.93 | 439 | 1 |
| RetargetingWarm - reach & video | $119.00 | 12,584 | 12,612 | 1.54% | $0.61 | 2,229 | 0 |
| Total | $296.33 | 14,838 | 15,171 | 2.40% | $0.81 | 3,334 | 1 |
NZ 02 - Leads - Goodier Prospecting - Texas
$90.46 spend · 1,157 people reached
Strong interest. A 5.00% click-through on a cold audience is healthy. A week is a short window for a considered B2B decision like choosing a manufacturer.
NZ 01 - Leads - Goodier Prospecting - US
$86.87 spend · 809 people reached
The standout. A cold audience clicking near 9% is well above the 1-2% you would expect from prospecting. The message is landing with the right people; this is the campaign to feed as it proves out.
NZ 03 - Leads - Goodier Retargeting
$119.00 spend · 12,584 people reached
The reach engine. This campaign carried most of the week's impressions and video views at the cheapest CPM on the account. At a frequency near 1.0 it is serving broad rather than tightly re-engaging - we are reviewing its audience so it re-engages the warmest visitors as that pool grows.
One week in, the delivery already forms a clear picture: it skews toward women and the 35-65+ range - a profile that fits the founders and product leads who commission a skincare formulation. Split roughly evenly between Instagram and Facebook, and almost entirely on phones.
Delivery by age (share of spend)
Weighted to 45+, but spread across the working-age range - the audience is still broad while the algorithm learns.
Delivery splits almost evenly between Instagram and Facebook and runs on mobile - the feed a busy founder checks between meetings.
The read: for a first week with no manual audience tuning, this is a sensible starting shape. As leads accumulate we let Meta tighten toward the segments that actually book calls, and we can layer in job-title and interest signals to sharpen the prospecting audiences.
Every ad is a video built around the lab's credibility - the mistakes new brands make, what really goes into a formula, and a full facility tour. Ranked by their role this week. The hook shown is the ad's own copy; video thumbnails are omitted pending creative-library access.
“Most skincare brands don't get killed by a bad product.”
“There's a lot more to a good formula than the ingredient list.”
“About to sit down with a manufacturer for the first time? Walk in knowing two things.”
Let it learn before we judge cost per lead. A handful of leads in the first week is a normal start for a considered B2B purchase. We hold off on a cost-per-lead verdict until the campaigns clear the learning phase and volume builds - a small base is not a rate.
Feed the winner. United States prospecting is clicking near 9% and it produced the only lead. As it proves out it earns more budget - and “Biggest Mistakes Skincare Startups Make” is the creative to build variations around.
Tighten the retargeting audience. It is delivering cheap reach and video views, but at a frequency near 1.0 it is behaving more like a second cold campaign than true retargeting. We are reviewing its setup so it re-engages the warmest visitors as that pool grows.