Herbal Dispatch brings cost per lead down to $2.95 with a stronger creative programme.

Herbal Dispatch is a Canadian medical-cannabis marketplace. Our work focused on its veteran programme, where an enquiry had to progress through follow-up and medical documentation before it could become a customer relationship.

Herbal Dispatch had been managing its campaigns in-house. Keeping cost per lead steady was difficult, and producing enough new creative was another challenge. Video content was a particular gap.

Those problems fed into each other. Campaigns needed fresh ways to reach people, but the team did not have a consistent flow of new material to test. When performance shifted, there was no reliable supply of new creative ready to respond.

The business needed lower costs without filling the sales team's day with weaker enquiries. For its veteran programme, an initial response also had to lead somewhere: through follow-up, medical documentation and the sign-up process.

We took on both campaign performance and the creative work needed to support it.

That meant producing images, video and AI UGC-style content, giving the campaigns a broader range of messages and formats. Video added a new way to explain the offer and connect with the audience, while fresh images kept testing moving alongside it.

We also produced ads in English and French, adapting the creative for both audiences while keeping the message clear and consistent.

Instead of asking one set of ads to carry the account indefinitely, we built creative refreshes into the approach. The team had new material to work with and more ways to respond when performance changed.

We also listened to what happened after the enquiry. Client feedback helped us judge quality, while audience controls reduced repeated responses from people who had already converted. A lower CPL had to come with contacts the team could use.

As demand grew, we adjusted to the pressure it created. When follow-up work began to build up, we moderated spend to let the sales team catch up. The priority was to support completed business outcomes, rather than keep adding enquiries to a backlog.

Cost per lead came down to $2.95 without sacrificing quality. Enquiry quality improved, and the approach had an immediate impact on sales. The client also reported a record month for veteran sign-ups.

The business gained more than a lower acquisition cost. It had a steady source of fresh creative, a stronger flow of enquiries and a partner paying attention to the sales team's capacity to handle them.