Allocation case study
More reach, not more spend.
Roughly 75% more people reached per dollar at less than half the cost per click, while return on ad spend held.
Emergency Essentials put the same budget in front of ~75% more people per dollar on Meta, at less than half the cost per click, while ROAS held.
The challenge
The reach-vs-efficiency trade-off
Emergency Essentials had a clear goal: get in front of more people more efficiently, not just buy more frequency against the same audience. The hard part is that paid media usually works against that: relevance degrades as you add reach, and a sprawling account tends to hit the same people over and over while paying a premium for impressions.
That's exactly what a quantitative system is built to fix: stop the wasted repetition and spread the budget across more distinct, qualified people.
The solution
Remove the overlap; widen the top
Allocation rebuilt the account as the Edgemesh Funnel, using mutually-exclusive stage/tier ad sets with no auction overlap, so the same budget stops bidding into the same crowded audiences and instead reaches more unique people at a lower frequency. Because the funnel builds carts so efficiently at the top, the top-of-funnel ad set can scale rapidly without compromising efficiency.
Dynamic pacing kept spend flowing to the segments and times that performed, so the wider reach came without giving up efficiency. In parallel, the system scaled the brand's Google Performance Max prospecting engine where the return held.
The results
Wider reach, efficiency intact
Across both platforms, Emergency Essentials expanded its reach dramatically while holding or improving efficiency, the opposite of "relevance degrades with scale." People reached per dollar rose ~75% on Meta, cost per click fell about 54%, monthly ad frequency dropped from 6.4 to 4.1 (CPM −12%), and Google prospecting scaled ~12× with ROAS improving from 5.7× to 7.3×.
"We wanted to reach a lot more of the right people without our efficiency falling apart, and that's exactly what Edgemesh delivered. Same discipline on spend, far wider reach, and the performance we care about held the whole way. Scaling reach finally stopped feeling like a trade-off."
— Bridget O'Leary, VP Marketing, Emergency Essentials
Source: Edgemesh customer case study and customer-reported results.
What could smarter allocation unlock for your account?
Start with your own historical data and see where capital can be deployed more efficiently.