Running paid ads in a restricted vertical requires platform-specific creative strategy. Koi runs separate funnels for Meta and Google because each platform has different rules on what CBD brands can and can't say.

Older customer demographics consistently deliver higher LTV. Koi's 55+ average customer has clear needs, disposable income, and once they find a product that works, they stay.

Regulatory news can function as a BFCM accelerant. Koi's biggest Black Friday ever wasn't triggered by a product launch. It came from a single news item about a potential law change.