CTR (Google Ads)
3.08%
CTR (Meta Ads)
1.79%
Anagen is a science-backed telehealth brand focused on developing proprietary, patented hair-loss treatments. Through its in-house research and advanced formulations, the company delivers personalized, data-driven solutions designed for long-term hair restoration. As demand for effective hair-loss treatments continued to grow, Anagen needed a scalable acquisition system to consistently generate qualified leads and convert them into paying customers. Anagen partnered with Roveia to build a performance-driven strategy across paid channels.
Discovery
We reviewed Anagen’s existing campaigns and onboarding flow to identify key drop-off points. While there was strong demand for hair-loss solutions, the lead capture process required too much upfront information, creating friction and reducing completion rates. Campaign performance was also inconsistent across channels, limiting overall efficiency. The opportunity was to simplify the user journey while improving lead quality.
Platform & Channel Strategy
After evaluating performance, we built a dual-channel acquisition strategy across Google and Meta. Google Ads focused on capturing high-intent users searching for hair-loss and competitor-related terms. Meta was used to generate demand and reach new audiences through tailored creative and audience targeting. This approach allowed us to balance immediate intent capture with scalable lead generation.
Full Funnel Campaign Structure
We implemented a full-funnel paid media strategy designed to move users from discovery to conversion. Top-of-funnel campaigns introduced Anagen’s treatments to new audiences. Mid-funnel campaigns focused on education and building trust through value-driven messaging. Retargeting campaigns then re-engaged users who interacted with the quiz or site, driving them toward completing the onboarding process and making a purchase.
Creative & Conversion Optimization
Creative testing focused on messaging that highlighted the effectiveness of Anagen’s treatments, the scientific backing behind the formulations, and the simplicity of the telehealth experience. At the same time, we identified opportunities to reduce friction within the onboarding flow by minimizing the amount of information required upfront. Ongoing creative and conversion optimizations improved engagement while supporting more consistent lead generation.
A full-funnel strategy across Google and Meta supported consistent lead generation through quiz completions, while retargeting campaigns focused on converting those leads into paying customers.
CTR (Google Ads)
CTR (Meta Ads)
Average CPC
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