Case Study: Epitaph Group slashes CPL by 40% with Skai Bid Multipliers

Epitaph slashes CPLs with Skai’s™ Bid Multipliers tool for Facebook

Epitaph Group, a media agency, needed to run multiple lead generation campaigns for a global food service client targeting restaurant decision-makers. Because the audience was niche, they were seeing rising costs per lead, limited scale, and difficulty optimizing performance and learning what was truly working. Skai helped them address this with its Bid Multipliers tool for Facebook.

Using Skai’s API-only Bid Multipliers, Epitaph assigned different bid values within a single ad set to better reflect audience value, bidding higher on male users after seeing stronger conversion performance and lower on female users. The result was a 40% reduction in overall CPL over two weeks, including a 47% lower CPL for women and a 17% lower CPL for men, delivering the lowest CPL and CPA versus native, retargeting, and traditional lookalike audiences.

Epitaph Group

Meghan Lingard

Digital Performance Specialist