Paid social, proven from zero.
A test-and-learn Meta strategy built with no historical data, validating paid social as a scalable subscription channel.
Taxd is a global tax automation platform helping individuals and small businesses simplify the tax filing process through intelligent digital tools.
The brief
Taxd partnered with NovaStory to run a test-and-learn campaign across Meta, aiming to acquire new users and validate paid social as a sustainable, scalable channel for driving subscriptions. With a digital-first product and international ambitions, they needed a strategy that balanced performance with experimentation, setting them up for future growth with clarity and confidence.
The plan
As a fast-growing fintech startup, Taxd had built a strong product offering but hadn’t yet explored paid social as an acquisition channel. With no historical campaign data to work from, the challenge was to build an end-to-end strategy from scratch: one that could generate subscriptions cost-effectively while revealing which messaging, creative and audiences resonated most. They needed more than traffic; they needed a clear, repeatable system that could scale.
The result
We developed a focused Meta strategy targeting high-potential audiences in key international markets, blending performance goals with agile testing. Rapid creative iteration and structured A/B frameworks identified the combinations of value messaging, visual style and CTA that drove the strongest response.
By refining targeting and doubling down on top-performing segments, we delivered an 8.3x return on ad spend, proving paid social as a high-impact growth channel and laying the foundation for a repeatable acquisition engine that scales with the business.
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