How a major UK lottery account restructuring scaled its spend by 71%
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, acquisition costs fell 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
Profitable scale isn't about forcing spend – it's about feed efficiency, clean data and systematic creative testing. Scaling at volume requires balancing aggressive growth against profit margins. When higher budgets spiked acquisition costs for Winwink, Tomorrow Labs restructured the account, unlocking scale through cleaner data and predictable creative pipelines.
1
The challenge
Winwink is one of the UK’s largest online lottery platforms. Operating at that volume means customer acquisition costs and lifetime value need tight management to protect margins.
2
The shift
The brand had hit a ceiling. Pushing more budget into the existing setup had resulted in diminishing returns, spiking acquisition costs and creating a slip in quality of newly acquired users.
3
The reach
Tomorrow Labs was brought in to scale paid media efficiently. Through data clarity, account consolidation and disciplined creative rollouts, we showed that scaling does not have to break 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
2.30 ROAS
2.88 ROAS
Purchase Conversion Value
Baseline revenue
+115% increase
The project blueprint
To break through its performance ceiling, Tomorrow Labs overhauled Winwink’s account infrastructure – rebuilding data signals, streamlining the architecture and establishing a rigorous creative pipeline.
The client
As one of the UK’s largest online lottery platforms, Winwink operates in a highly competitive market where small shifts in performance marketing directly impact bottom-line margins. The brand's success depends on balancing acquisition spend against user value, ensuring that every new user contributes to long-term profitability.
Our role
Tomorrow Labs acted as Winwink's strategic growth and technical partner to scale paid media efficiently across data infrastructure, account architecture and creative operations.
Tech Gear
High-spec hardware, zero friction: High-value tech enthusiasts were targeted, using advanced data tracking and automated budget rules, and delivering maximum conversions on the latest gadgets.
Lego Giveaways
Niche appeal, predictable growth: By turning collector-level desire into structured, weekly creative rollouts, we leveraged odds-based messaging to capture high-intent audiences and drive repeat play.
Football Tickets
Mass appeal, high-velocity urgency: We captured matchday hype using dynamic, time-sensitive creative pillars that capitalised 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. If the account was pushed harder operationally, the diminishing returns would make scaling impossible to justify to stakeholders.
The action
Tomorrow Labs overhauled account signals by consolidating campaigns, pooling Meta's learning data and deploying value-based lookalikes. Event mapping recovered lost purchase tracking, while automated guardrails governed a disciplined weekly creative pipeline to cut underperforming spend.
The road ahead
As the strategic growth and technical partner to scale paid media efficiently, Tomorrow Labs actively manages account architecture, recovers lost tracking signals through event mapping, enforces budget guardrails and runs a continuous creative pipeline.
Ready to step
out of theweeds?
Shift from fragmented marketing and data to one connected Growth System built for scale. Contact Tomorrow Labs to plan your next move.
