How restructuring an account allowed one of the UK's largest lottery platforms to scale spend by 71% while dropping acquisition costs.
When Winwink needed to scale Meta ads without eroding margins, Tomorrow Labs reworked the account structure, improved data signals, and introduced a consistent creative pipeline. Spend increased, costs came down, and returns improved.
+71.8%
Ad Spend Scale
+111.6%
Increase in Purchases
-18.7%
Cost Per Purchase Drop
2.88
Final Realised ROAS
The Reach Revolution
Scaling at volume requires balancing growth against margin. When higher budgets spiked acquisition costs for Winwink, Tomorrow Labs restructured the account proving that true scale is unlocked by cleaner data and predictable creative pipelines rather than just forcing spend.
1
The History Who
Winwink is one of the UK’s largest online lottery platforms. Operating at this massive scale means that customer acquisition costs (CAC) and customer lifetime value (LTV) must be tightly managed to protect overall profitability.
2
The Lesson Why
The brand hit a hard ceiling. Simply pushing more budget into the existing setup resulted in diminishing returns, spiking acquisition costs, and a noticeable slip in the quality of newly acquired users.
3
The Reach Win
Tomorrow Labs was brought in to scale paid media efficiently. By focusing on data clarity, account consolidation, and disciplined creative rollouts, we proved that scaling doesn't have to break your margins.
The ComparisonCapped vs. Uncapped
Metric
Legacy Account Structure
Digital Horizon
Average Cost Per Purchase
£6.71
£5.45 (18.7% Savings)
Purchase Volume
Baseline Performance
+111.6% Increase
Return on Ad Spend (ROAS)
2.30 ROAS
2.88 ROAS
Purchase Conversion Value
Baseline Revenue
+115% Increase
The Projects Blueprint
To scale profitably and break its performance ceiling, Winwink’s account infrastructure was overhauled by Tomorrow Labs, which rebuilt data signals, streamlined architecture, and established a rigorous creative pipeline.
The Client
Winwink is one of the UK’s premier online lottery platforms, operating in a highly competitive, high-frequency market. At this enterprise scale, performance marketing directly impacts bottom-line margins. The brand’s commercial success hinges on the tight calibration between customer acquisition costs (CAC) and customer lifetime value (LTV), requiring a steady influx of high-value players to sustain long-term profitability.
Our Role
Tomorrow Labs acted as the strategic growth and technical partner to scale paid media efficiently. Our role spanned data infrastructure, account architecture, and creative operations. We consolidated the legacy account structure into an optimized learning model, deployed advanced event mapping to recover lost tracking data, implemented automated budget guardrails, and institutionalized a predictable, data-driven creative pipeline.
Tech Gear
High-spec hardware, zero friction. We scale your reach by targeting high-value tech enthusiasts, utilizing advanced data tracking and automated budget rules to deliver maximum conversions on the latest gadgets.
Lego Giveaways
Niche appeal, predictable growth. By turning collector-level desire into structured, weekly creative rollouts, we leverage odds-based messaging to capture high-intent audiences and drive repeat play.
Football Tickets
Mass appeal, high-velocity urgency. We capture the matchday hype using dynamic, time-sensitive creative pillars that capitalize on major fixtures, pushing high volumes of new users through the funnel fast.
The Strategic Pivot
The Challenge
Growth had hit a structural ceiling. Increasing budget directly led to higher acquisition costs and lower-quality users. The account could be pushed harder operationally, but the resulting diminishing returns made scaling commercially impossible to justify to stakeholders.
The Action
We overhauled the account data signals by consolidating campaigns to pool Meta’s learning data and introducing value-based lookalikes to target high-value players. We then closed tracking gaps using advanced event mapping to recover lost purchase data, while establishing a strict weekly creative pipeline governed by automated budget rules to instantly cut underperforming ads
The Road Ahead
Tomorrow Labs acted as the strategic growth and technical partner to scale paid media efficiently. We consolidated the legacy account architecture, deployed advanced event mapping to recover lost tracking data, and implemented automated budget rules. Finally, we institutionalized a predictable, data-driven creative pipeline to keep the platform fed with optimised variables.
