Tidal Ritual Lowered CPA by 32% by Moving Budget to Pinterest

The challenge

Tidal Ritual sells marine-mineral supplements on a $38 monthly subscription, and every new subscriber has to pay back its acquisition cost within three months. Over one year, the cost of a first order climbed from $48 to $71, pushing payback past five months.

With 90% of spend on Meta, the brand was exposed: supplement CPMs rose over 30% in a year, and winning ads faded after about ten days. Pinterest suited Tidal’s audience, but nobody had proof supplement brands made paid pins work.

The solution

Head of Growth Sofia Brandt took the Pro plan and gave herself two weeks to answer one question before spending a dollar: is anyone in our category scaling on Pinterest, and how? The answer came fast, so the team moved budget from Meta instead of adding it.

• Ad Spy to filter 2,300 Pinterest ads down to 140 from 26 supplement brands, all live for 30+ days.

• Store Tracker to confirm 11 of those brands were growing revenue alongside their Pinterest activity.

• Magic AI to break down the top 20 saved ads into pin-native patterns: silent video, routines, soft palettes.

• Brand Tracker to review the scaling brands’ new pins every week, alongside Meta and TikTok.

“We spent two weeks in Winning Hunter before spending anything on Pinterest. By launch, we knew which formats worked and what a realistic CPA looked like.”

Sofia Brandt

Head of Growth, Tidal Ritual

The results

After four months on the same $140k monthly budget, blended CPA fell from $71 to $48, down 32%. Pinterest settled at 35% of spend with a $39 CPA, new subscribers per month rose 48%, and payback is back under three months.