Khang Duoc: cutting CPA and CPV while the platforms tightened the screws

Khang Duoc is a supplement line for men's sexual health. The target audience is men aged 35 and over looking to restore or maintain their vitality. They are careful buyers: they watch, come back, read around the subject and only then act.

The brand needed to reach exactly that audience online without inflating the budget. I took the job on a single target: bring CPA and CPV below the agreed ceiling.

• Policy storms and account bans: men's health supplements are scrutinised hard by every platform. New campaigns killed accounts, and creative was rejected again and again over medical language or claims about results
• CPA and CPV were both too high: when I took the project over, CPA sat at VND 90,000 per conversion and a 75% video view cost VND 300

Rather than dodging the rules with sensational copy and losing accounts for it, I solved the CPA/CPV problem through campaign structure.

• Facebook, 65% of budget: fill the funnel and create demand. Its job was to push CPV as low as video would allow, so the audience met the brand often enough at very little cost
• Google, 35% of budget: catch active search demand and optimise CPA among people who already had clear intent
• Content direction: explain how the ingredients work instead of promising an outcome, so review passes cleanly. Keeping accounts alive matters most of all, because that is what gives the platform's algorithm time to learn and bring the bid down on its own

• Recycled creative: cut the filmed TVC into a set of short videos to hold off ad fatigue and keep CPV low
• Campaign structure: one campaign split into three ad sets, each holding three to five creatives in different formats
• Test and scale rule: any ad set that breached the CPA/CPV ceiling was switched off immediately and its money moved to one that was working

Narrowing the audience along the funnel

Rolled out in sequence so the data collected was worth having.

• Broad: push high-reach video to collect the people who watch through to 75%
• Narrow: tighten on demographics, interests and deeper engagement behaviour
• Lookalike: build lookalikes from the engagement data the live campaign was generating, combined with the raw customer data the brand supplied

01 · Own your role, measure by your own yardstick

When the brief is CPA and CPV, every optimisation decision has to turn on those two numbers. The media buyer's job is to bring back quality leads at the lowest price; closing them is down to the sales team and the product itself.

02 · Optimise with structure, not with tricks

Gaming the sensitive keywords in men's health only kills accounts early and drives the bid up. Keeping accounts stable with clean creative, on a broad → narrow → lookalike funnel, is what actually brings ad costs down and keeps them down.