Case Study: Bleach London achieves 20% reduction in Cost Per Acquisition by improving Facebook Ads targeting with Census

How Bleach London reduced Cost Per Acquisition by 20% by improving Facebook Ads targeting using Census

Bleach London, a London-based DTC and salon brand, needed to get the sophisticated customer segments living in their BigQuery analytics stack into Facebook Ads and their email tools without manual uploads. Their CRM couldn’t sync those segments natively to Facebook, so audiences were stale and the Growth team spent time uploading lists. They partnered with Census to sync audience and segmentation data directly from BigQuery to marketing destinations like Facebook Ads and Klaviyo.

Using Census to automate near-real-time audience sync (updates every ~15 minutes), Bleach London established their data warehouse as the single source of truth, enabled self-serve segmentation, and migrated smoothly to Klaviyo. The Census-powered workflow cut prospecting CPA by 20%, improved email open and conversion rates through more relevant product recommendations, saved about a full workday per month on audience management, and made cross-channel win-back and lookalike testing far easier.

Bleach London

Michael Lorenzos

Head of Ecommerce Growth