How PerfectDraft Cut CPA by 3x in Belgium
PerfectDraft already had strong traction in bigger markets. The Belgium opportunity was about lowering machine acquisition costs while expanding how consumers understood the product beyond a handful of familiar keg options.
A proven product entering its next growth market.
PerfectDraft is the home beer dispensing system developed by AB InBev with Philips, designed to bring pub-quality draft beer into the home.
With Germany and the UK already well established, Belgium became the next market to unlock. The objective was clear: make customer acquisition more efficient while broadening product consideration.
Many consumers associated PerfectDraft with only a few keg choices, even though the range was much broader. That perception gap made acquisition more expensive than it needed to be.
The account needed to connect the brand with real drinking moments while also educating buyers on the variety and flexibility of the offer.
How we reduced CPA without narrowing the brand story.
We focused on the highest-leverage fundamentals first, tightening campaign structure and building a full-funnel path that matched awareness, consideration, and conversion.
Rebuilt campaign structures across Meta and Google around more efficient acquisition.
Implemented a full-funnel strategy to support both education and conversion.
Positioned PerfectDraft around real social occasions like barbecues, dinners, game nights, and at-home unwinding.
Closed the consideration gap by showing the wider keg range rather than letting the brand be reduced to a few familiar labels.
Lower acquisition costs, with a stronger market story behind them.
By pairing cleaner account structure with better consideration-building, PerfectDraft was able to bring acquisition costs down in Belgium while supporting the next phase of expansion.
The result was not just cheaper machine acquisition, but a clearer growth narrative for a market that needed more education before it converted efficiently.
Belgium moved from a high-CPA growth target into a more efficient acquisition market backed by a better full-funnel setup.
When consumers understood the use cases and the true breadth of the keg lineup, PerfectDraft had a much easier path to profitable growth.
A blueprint for profitable growth.
PerfectDraft shows the difference between running ads and building consideration. Once the market story matched the product reality, acquisition efficiency followed.
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