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Pinch is a supplement brand with a daily fiber powder product that helps improve gut health and regularity by using best-in-class psyllium fiber and not adding junk into your fiber.
The key KPI for this client is New Customer ROAS. We were looking for opportunities to unlock new learnings through testing and to improve that metric more rapidly. One test that we had seen success with on other accounts was utilizing fakelisting pages to drive performance, so we decided to utilize that test here in an attempt to further improve NC ROAS.
Within 30 days of launching fakelisting campaigns, the campaign dedicated to The Gut Check whitelisting page had a NC ROAS 35% higher than the account average.
After 90 days, it was our top spending campaign, leading the way in nearly every key metric, with a NC ROAS 11% higher than the average.
Instead of running ads directly from the brand’s official Facebook Page, we tested running ads through “fake” Facebook pages. These are essentially shell pages created for the sole purpose of ad delivery. These fakelisting campaigns delivered meaningful lifts in our key performance metrics:
Higher CTRs - ads run through fakelisting pages captured more attention and drove stronger engagement.
Lower CPAs - the increase in efficiency meant we were acquiring customers at a lower cost.
Higher New Customer ROAS - fakelisting helped reach fresh audiences, improving return on ad spend from new customer acquisition.
Fresh creative angle - Ads can feel less like brand messaging and more like native content, which often increases engagement.
Reduced bias - Users sometimes scroll past ads if they’ve already formed an opinion about the brand. Fakelisting removes that barrier.
Testing flexibility - By using a fake page, you can test messaging angles, tones, and aesthetics, without worrying about how it reflects on the brand’s main page.
Fakelisting isn’t the right fit for every campaign, but it is a great example of how thinking outside the box with Meta advertising can uncover powerful new tactics. As platforms evolve and audiences become more ad-savvy, testing unconventional approaches like fakelisting can make a big difference.
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