A brand with 3M+ customers and 72,365+ reviews still leading paid search on 'eco' messaging that capped conversion. National-origin and condition-cure language created compliance exposure across every channel.
'The Residue Veil' (1,4-dioxane, brighteners, parabens) + 'Surfactant Cling' on dish residue
Performance-first hero copy with eco demoted to supporting proof
EPA IRIS evidence stack + Elevar server-side attribution + off-domain presell hosting
Onboarding score 90/100 (PASS). Every active SKU got a primary hook before launch; no orphaned product in the catalog.
1,4-dioxane carcinogen designation, optical-brightener residue studies, American Cleaning Institute surfactant data - all cited inside presell copy, not just claimed.
One-time purchase segment isolated and bid down independently - prevents the OTP audience from inflating the blended CPA the brand reports against.