Senda Health is a digital clinic for overweight treatment through an app, with medical and habit-change support. We activated paid channels alongside the product launch: there was no account history, no own benchmarks, no previous acquisition system.
The challenge was to build an online user acquisition system through paid channels from scratch, in a sector —health— where platform restrictions condition measurement and demand a carefully designed tracking setup.
PHASE 01 — SCAN
Strategic diagnosis and hypothesis formulation
As this was a launch, the SCAN work focused on designing the system rather than correcting an existing operation:
- Design of a full-funnel digital acquisition system, from demand generation to in-app conversion.
- The main challenge was the tracking system: the health category’s restrictions on advertising platforms required a solid, compliant measurement model from day one.
- With no account history, the strategy had to rely on continuous testing to quickly find the selling angles and audiences that work.
The main hypothesis was that a well-measured full-funnel system, iterated through high-cadence A/B tests, would find the channel-message-audience fit and scale acquisition steadily from launch.
PHASE 02 — BUILD & RUN
Execution and channel activation
We built the acquisition operation with a focus on fast learning and reliable measurement:
- Google Ads — we designed the campaign architecture from scratch and evolved the bidding and automation strategy as the account generated signal.
- Meta Ads — we activated a full-funnel strategy with creative briefs per audience and selling angle, chasing the best-performing messages at each funnel stage.
- Continuous A/B testing — on bidding strategies, landing pages (including full redesigns) and creatives.
- Measurement — we engineered the tracking system to work within the sector’s restrictions without losing data quality, and used it to reduce drop-off rates at every funnel step.
PHASE 03 — RESULTS
Results and hypothesis validation
Senda is in full growth and it is early to consolidate closed figures, but the trend validates the hypothesis:
- Consistent month-over-month growth in user acquisition through paid channels.
- Substantial improvement in measurement, the foundation of every investment and optimization decision.
- Progressive reduction of drop-off rates along the funnel, from click to in-app activation.
- Strategic contribution to the product’s overall growth plan, beyond campaign management.
SUMMARY
Executive Summary
Bravante built Senda Health’s user acquisition system from product launch: campaign architecture on Google and Meta, a full-funnel strategy per audience and selling angle, continuous A/B testing and a measurement system designed for the health sector’s restrictions. The project grows steadily month over month and the acquisition operation is today a central lever of the company’s growth plan.
“Bravante gets involved beyond pure growth. They are present in day-to-day decisions and contribute strategically to Senda’s growth plans.” — A. Castillejo, Founder at Senda Health