Food & Drink
Cutting CPA 38% for a food-delivery launch
A regional delivery app was overpaying for first orders. A tighter Apple Search Ads structure and a UGC creative engine brought the cost per first order down and kept it there as spend grew.
-38%
Cost per first order
2.1x
Spend, same CPA
+19%
D30 retention
The challenge
Forkful was launching across new regions and overpaying for every first order. Apple Search Ads was a single sprawling campaign with no structure, the creative was a handful of tired statics, and there was nothing bringing lapsed users back after their first delivery.
What we did
- Restructured Apple Search Ads into clean campaign types so the network could learn and we could read what was working.
- Built a UGC creative engine - real-feeling clips for each region and cuisine, tested on a weekly rhythm.
- Added a win-back lifecycle flow that nudged first-order customers toward a habit.
- Tied every channel back to the cost per first order, not the cost per install.
The result
The cost per first order dropped 38% and stayed down as we scaled. With the unit economics fixed, Forkful was able to more than double monthly spend at the same CPA, and the win-back flow lifted day-30 retention by nearly a fifth.
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