39% Lower Page View Cost with Hidden Audience Targeting
An eco-friendly shampoo bar brand cut its page view cost by 39% in the first week by replacing generic Meta Ads targeting with niche audiences uncovered through Hidden Interests and optimized via Meta Ads Dashboard.
Shampoo bars are still a niche product that many consumers confuse with regular soap. For Soap for Globe, this meant expensive top-of-funnel campaigns and sky-high costs for cold traffic — the brand was competing for the same 25 standard interest keywords as thousands of other advertisers.
The Cloudwise team audited existing campaigns in Meta Ads Dashboard, identifying optimization gaps in targeting and funnel structure. They then deployed Hidden Interests to discover unconventional audience segments — including one algorithmically tagged under beauty that no competitor could reach — and built a refined top-of-funnel strategy around these findings.
Page view cost dropped 39% within the first week of the new campaign. The brand reached entirely new audience segments it had never accessed before, improved ad recall rates, and established a solid foundation for scaling the full acquisition funnel.
Struggling with expensive top-of-funnel traffic?
