Bloom's growth runs on paid acquisition, but high-intent buyers arriving from adult-content-blocking ads were landing on a general focus-and-habits homepage. Probat built a page tailored to that exact intent, and conversion jumped from 4.3% to 6.6% with strong statistical evidence, no extra ad spend or web sprint.
- Bloom
- bloom.inc
- Contact
- Giancarlo Novelli, Co-founder
- Industry
- Consumer hardware and digital wellness
- Use case
- Paid-acquisition landing-page personalization
- $1.08M
- Projected additional acquisition value per year from the same ~$2M ad budget
- +54%
- Lift in landing-page conversion vs. Bloom's generic homepage (6.6% vs. 4.3%)
- Zero
- Added ad spend or web-team lift; the gain is pure landing-page optimization
“Working with Probat has been a genuine pleasure. They're responsive, move fast on what we ask for, and we've seen requests delivered in under 24 hours. More than the speed, it's clear they care about getting us the right outcome. They bring real value to the partnership.”
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
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.
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.
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
- ~$2M/yr
- Paid-acquisition spend driving traffic to one homepage
- 4.3%
- Conversion on the generic homepage for adult-content-blocking traffic
- 1 page
- General focus-and-habits message serving every distinct ad angle
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.
4.3%
Conversion rate
6.6%
Conversion rate
54% higher conversion, with strong statistical evidence
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.
64.6%
Bounce rate
51.1%
Bounce rate
13.5 points lower, about a 21% relative drop
Far more visitors stayed and engaged once the page's copy matched the ad's intent
Visitors who would have left on arrival stayed to read, and the purchase signals moved with them: the rewritten copy converted at 6.8% with a 2.3% checkout rate, both improvements on the original. 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
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.
What Probat does for Bloom
The gap closes itself
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.
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.
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.
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.
“An ad goes live and the page built for it is already there. We're not waiting on a sprint to test a new angle. Requests come back in under 24 hours, so we just ship and measure.”
What changed
Measurable outcomes
Spend efficiency
~$1.08M/yr in projected additional acquisition value from the same ~$2M budget.
Conversion
+54% on the tailored page (6.6% vs. 4.3%), with strong statistical evidence.
Speed
New pages and message tests delivered in under 24 hours, with no web-team sprint.
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.
“Probat recovers conversion we were already paying for. The same ad budget simply does more, and we barely have to touch it.”
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.