About LiveSpan Fitness
LiveSpan Fitness is a leading direct-to-consumer fitness brand offering premium home and office exercise equipment, from treadmills and walking pads to bike workstations. Running year-round campaigns across Meta, Google, and display ads, the brand sees major seasonal surges during New Year’s, Black Friday, and back-to-office cycles.
With a growing eCommerce audience and a lean internal marketing team managing both ad buying and creative production, LiveSpan set out to make its ad performance, including higher CTR (click-through rate) and improved ROI, more consistent and scalable through the use of AI agents.
The Challenge
LiveSpan’s creative team produced a steady flow of video ads, but struggled with creative fatigue, resulting in unpredictable outcomes. Some visuals performed exceptionally well, while others, nearly identical in format, struggled to convert.
There was no clear understanding of which creative elements actually influenced performance due to the lack of analytics. Testing was slow, feedback was subjective, and campaign decisions were driven by instinct rather than insight.
In one campaign, two nearly identical ads showed a 3.1× difference in CTR, but without clear benchmarks, the team couldn’t pinpoint why. Without visibility into what worked and what didn’t, improving results felt like guesswork.
“We had no way to connect creative choices to actual results in a way that built trust,” said LiveSpan’s marketing lead. “We were spending time and money testing ideas, but we weren’t learning fast enough to scale what truly worked.”
The Strategy
To eliminate the guesswork and improve ROI, the team decided to leverage analytics to analyze past creative performance in depth. They reviewed hundreds of display ads and other ad variations across the past 12 months to uncover what consistently drove engagement and conversions, applying principles commonly associated with conversion rate optimization
Each ad was deconstructed into its core components: headlines, visuals, CTAs, CTR, and layout styles, and measured against performance data and benchmarks. The analysis revealed clear patterns behind their top-performing creatives and identified instances of creative fatigue, including:
- Motion overlays that captured attention early in the scroll
- Productivity-driven messaging linking fitness to work-life efficiency
- Authentic testimonials from remote workers who used LiveSpan products daily
These findings gave the team a clear direction for the next creative cycle, grounded in data, trust, and insights from AI agents rather than assumptions.
Execution
Using these insights, LiveSpan developed 20+ new creative variations built around the proven high-impact elements. Each new ad featured motion, user stories, and clear productivity value, all tailored for Meta’s performance environment, as defined by the platform’s ad delivery and optimization system on Meta Ads.
The team launched the new creatives across prospecting and retargeting campaigns, incorporating video ads, ai agents, and using benchmarks, analytics, and faster feedback loops to validate performance trends within Google Ads. Creative testing, which once took over a week, was compressed into a few days, giving the team real-time visibility into what worked and enabling them to find winning ads faster
The Impact
The shift to data-backed creative testing delivered immediate results:
- +52% increase in CTR across new creative batches
- 3 top-performing creatives delivered the lowest CPAs of the year
- 33% improvement in ROAS and increased CTR within 30 days, contributing significantly to overall ROI
- Testing cycle shortened from 10 days to just 3
By focusing on what truly drives engagement and avoiding creative fatigue, LiveSpan turned creative production and display ads into a measurable growth engine.
“We stopped guessing and started learning from every ad,” said the marketing lead. “Now we know what drives performance, and we can scale with trust and confidence.”