Probiotics Leader

Blackbird PPC has driven transformative scale and performance gains for science-backed probiotics leader since 2022. In the last two summers (July-August 2024 and June-July 2025), Blackbird designed and conducted tests to build a strategic long-term advertising plan for sustained revenue growth.

-37%

Lower Acquisition Costs

+46%

Purchase to Order Rate

Driving Growth from High-Value Audiences

In the first test, Blackbird strove to increase purchases from Pendulum’s highest-LTV audience (females ages 45-64) and test Meta’s value-based bidding to prioritize a key audience. Blackbird structured the test as one campaign with two ad sets (control and test). In the test group, Blackbird applied a 30% bid modifier on females ages 45-64.

Results were clear: 74% of spend in the test set went towards the target cohort compared with 39% in the control, with a corresponding increase in purchases. While the test’s acquisition costs were higher, Blackbird and Pendulum anticipate that the initial increase will be offset by stronger retention and higher LTV over time.

Attribution Test Drives Improved Measurement and Lower Costs

The second test (an attribution test run in June-July 2025) was critical in aligning Blackbird’s measurement with Pendulum's goals and new source of truth (Shopify, replacing Meta’s reporting).

In this test, Blackbird ran identical prospecting campaigns with different attribution windows (7-day click vs. 7-day click + 1-day view-through attribution).The campaigns’ performance was nearly identical in Meta, but the 7-day click campaign achieved better matching in Shopify. Overall, the test produced a 46% increase in "Purchase to Shopify Order Rate" and 32% lower acquisition costs in the 7-day click campaign. Based on the results, Blackbird phased out campaigns with 7-day click + 1-day view attribution and scaled the 7-day click campaigns.

Results

Pendulum now has a more accurate reflection of performance, greater trust in Meta’s impact, and stronger optimization from feeding Meta’s bidding algorithm higher-quality conversion signals.

Combined, the tests enable Pendulum to invest confidently in Meta to reach and convert more high-LTV customers.