How Bloom turned a single ad angle into a 54% lift in conversion

Background

One product, many reasons to buy, and Bloom’s growth runs on ads

Bloom, featured on ABC’s Shark Tank, is a metal keycard that physically locks the apps and sites stealing your attention. Tap the card to enter focus mode; the distractions stay sealed until you tap it again, with no software workaround. People buy it for very different reasons: deep work, better sleep, healthier habits for their kids, and one sharp, high-intent angle, blocking adult content for good.

Different intent, one front door

To grow, Bloom buys paid traffic across many of those angles. But every ad, including its direct adult-content-blocking creative, pointed at a single homepage built to talk about focus and habits in general. The specific promise that earned each click had nowhere tailored to land.

The Challenge

Where paid intent was leaking

1. 01

   Many ad angles, one homepage

   Bloom runs sharp, intent-specific ads, including a direct adult-content-blocking angle, but every click landed on one general homepage built around focus, habits, and screen time at large.

2. 02

   High-intent clicks meeting a generic promise

   Someone who clicked an ad about blocking adult content arrived on a page that talked about everything at once. The specific intent that earned the click had nowhere to land, and conversion leaked.

3. 03

   Real money behind every click

   Bloom invests roughly $2M a year in paid acquisition. At ~4.3% conversion, the gap between the ad's promise and the page's message was quietly costing a meaningful share of that spend.

Before Probat

Experiment 01

A page tailored to the ad, animation and all

Probat built a dedicated page for Bloom's adult-content-blocking audience: a redirect to bloom.inc/pages/probat with messaging and a custom animation made for that exact intent. Traffic was split 50/50 against the existing homepage.

Bounce rate held steady (32.1% vs. 32.7%), so the lift came from better-matched messaging, not from filtering traffic.

Experiment 02

Same page, sharper message

For a direct adult-content-blocking ad, Probat rewrote the existing landing page's headlines and body copy into a more focused "Dopamine-Detox Discipline" angle, text only, no new layout. An early read against the original copy already shows a clear directional swing.

The bounce drop is the striking part: a 13.5-point fall (about a 21% relative drop) means far more visitors stayed and engaged once the page's copy matched the ad's intent, instead of leaving on arrival. Checkout rate moved the same way, from 0% to 2.3%. It is an early read on a smaller sample, so treat it as directional, but every signal points in the same direction.

The ROI

About $1.08M a year, unlocked from the same ad budget

About $1.08M a year. That is the additional acquisition value Bloom's ~$2M paid budget now produces, captured entirely through page optimization with no added media spend. Lifting landing-page conversion from 4.3% to 6.6% means every ad dollar returns about 54% more customers than before, so the same $2M now does the work of roughly $3.08M at the old conversion rate. Read the other way: Bloom could hold its current customer volume while cutting roughly $700K a year in ad spend.

Project Your Own ROI

Put the same 54% lift against your budget

A conversion lift means the traffic you already pay for converts more often — so the same spend returns more, and your blended ROAS rises by the same percentage. Drag in your numbers to see it.

That moves your blended ROAS to 3.9× — off the ~2.0× DTC median and into the healthy 3–5× band. Read the other way: you could hold today’s revenue while cutting ~$842K/yr in spend. Figures apply Bloom’s measured 54% conversion lift to your inputs; benchmark = median DTC blended ROAS (Triple Whale, 2025).

What Probat does for Bloom

The gap closes itself

1. 01

   Ad intent becomes a page built for it

   Probat reads the ad angle and assembles a landing page (headlines, copy, and an audience-specific animation) written for the exact intent that earned the click.

2. 02

   The generic-page penalty turns back into conversion

   Conversion that used to leak on the one-size-fits-all homepage is recovered from traffic Bloom already paid for, a 54% lift on the tailored page.

3. 03

   Message testing in under 24 hours

   A new angle goes live and its page is ready fast, with requests delivered in under a day, so Bloom iterates on messaging at the same cadence it iterates on ads.

4. 04

   Every ad angle compounds

   Each angle can ship with its own page, so coverage and conversion grow automatically as Bloom scales spend across more creatives.

What Changed

Measurable outcomes

1. 01

   Spend efficiency

   ~$1.08M/yr in projected additional acquisition value from the same ~$2M budget.

2. 02

   Conversion

   +54% on the tailored page (6.6% vs. 4.3%), with strong statistical evidence.

3. 03

   Speed

   New pages and message tests delivered in under 24 hours, with no web-team sprint.

4. 04

   Message-market fit

   A copy-only rewrite turned a 0% page into a converting one, proof the message, not just the layout, is the lever.

What’s Next

Probat is just getting started on Bloom

With one ad angle proven, Bloom is extending personalization across more creatives and audiences, with every distinct angle arriving on a page built for its exact intent, so conversion compounds as spend scales.