YinMama Case Study

Client Overview

Brand: YinMama

Website: www.yinmama.no

Industry: Wellness — Service Bookings & Physical Products

Location: Norway

Offerings: Acupuncture bookings, cupping therapy, cosmetic acupuncture, health wellness books, yoga courses, yoga mats

Target Market: Health-conscious individuals in Norway seeking holistic wellness solutions

Platform: Meta Ads (Facebook & Instagram)

Currency: Norwegian Krone (NOK)

Total Campaigns Run: 6

The Problem We Were Hired to Solve

YinMama operates in a category that combines two fundamentally different business models — service bookings and physical product sales — each with different margins, different buyer journeys, and different advertising requirements. Three core challenges shaped every strategic decision:

1. Educating an Audience on Wellness Benefits: Acupuncture and cupping therapy are not mainstream purchases in Norway. Unlike fashion or electronics — where the buyer already knows what they want — wellness service buyers first need to understand why they need it. Every ad had to simultaneously educate and convert, which requires a fundamentally different creative approach than standard ecommerce advertising.

2. Optimising Ad Spend Across High-Margin and Low-Margin Offerings: A yoga mat sale and a cosmetic acupuncture booking have vastly different price points, margins, and purchase decision timelines. Allocating budget proportionally without understanding the ROAS differential between these categories would produce average results everywhere and excellent results nowhere.

3. Converting Cart Abandoners and Booking Drop-offs: Wellness service bookings have a high consideration phase — users research, compare practitioners, and hesitate before committing. A significant volume of potential bookings were being abandoned mid-funnel. Without structured retargeting, this high-intent audience was being lost entirely.

Campaign Results — Full Data Breakdown

Campaign Results — Full Data Breakdown

Key Insights from This Campaign

1. Digital Products and Books Outperform Services on Pure ROAS: The Health Wellness Book Sale delivered the highest ROAS in the account at 6.73x and the lowest cost per purchase at NOK 449.90 with 39 purchases — the highest volume campaign in the account. Digital and low-fulfilment-cost products in wellness consistently outperform service bookings on ROAS because the margin structure is fundamentally different. For YinMama, scaling the book and digital content category is the clearest path to improving overall account ROAS.

2. Yoga Campaigns Delivered Identical ROAS Through Different Mechanisms: The Yoga Course Sale and Yoga Mat Sale both achieved exactly 6.28x ROAS — but via different purchase economics. The course had a higher CPP (NOK 1,028.13) with more purchases (29), while the mat had a higher CPP (NOK 1,598.26) with fewer purchases (18). The identical ROAS confirms that both campaigns are operating at the same efficiency, but the course scales better at lower CPP — meaning budget expansion should prioritise the course over the mat.

3. Service Education Is the Biggest Creative Challenge in Wellness Advertising: Acupuncture Booking (5.10x) and Cupping Booking (4.79x) were the two lowest-ROAS campaigns in the account — not because the audience is wrong, but because the creative must do more work. A yoga mat buyer already knows what a yoga mat is. An acupuncture booking requires the ad to first explain what acupuncture does, why it works, and why this practitioner specifically. That is three jobs in one ad — and it structurally limits the ROAS ceiling for cold traffic campaigns in this category.

4. A 5.62x Average ROAS Across Six Fundamentally Different Offerings Is Strategic Precision: Maintaining 5.62x average ROAS simultaneously across service bookings (high consideration, high CPP), physical products (immediate purchase, lower CPP), and digital products (impulse-friendly, lowest CPP) requires a different strategy for each campaign type running in parallel. This result is not the product of a single winning campaign — it is the product of six correctly structured campaigns each optimised for its specific buyer journey.

Frequently Asked Questions