The beauty of digital advertising is that you can
run two different sets of
ad copy at the same time, and the top performer can drastically lower your cost per click and your cost per
acquisition.
They were also already
running acquisition ads on sites across the web, focused on list - building (they ultimately
ran ads on some 5000 different websites, all screened by the legal team for appropriateness, in addition to plenty of Facebook and Google
ads).