A 9.7x return on ad spend for a gourmet cookie brand

This premium gourmet cookie e-commerce brand competes in a crowded food gifting space alongside supermarket names and well-funded direct-to-consumer players. Their Meta ads were performing at around 3x ROAS, and rising CPMs during peak gifting seasons were tightening margins.

The same lifestyle creative had been running for months, so fresh assets were needed to keep audiences engaged. The goal was to scale revenue while protecting unit economics, which called for sharper audience segmentation, a fresh creative engine, and a full-funnel structure spanning cold awareness to abandoned checkout.

Rebuilt the Meta Ads account into a tiered structure separating prospecting, engaged retargeting, and cart abandonment into distinct budgets with their own creative tracks. Launched Advantage+ Shopping campaigns for broad prospecting with 15 creative variants per launch, including UGC unboxing clips, recipe close-ups, and gifting-occasion stories.

Retargeted browsers using dynamic product ads featuring the exact cookies they viewed. Integrated Meta CAPI for server-side conversion tracking and built lookalike audiences from high-LTV customers.

Ran weekly creative refreshes to counter fatigue and hold performance through peak seasons.