The Cookie Collective: 10.68x on Meta, 11.6x on Google

The Cookie Collective is a premium gourmet cookie e-commerce brand competing in a crowded food gifting space alongside supermarket names and well-funded direct-to-consumer players. Rising CPMs during peak gifting seasons were tightening margins on Meta. 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.

Sales also cluster around a handful of gifting moments (Father's Day, Valentine's Day, Halloween, Black Friday Cyber Monday and Christmas), and each one is a short window where an ad has to pay for itself quickly. On Google, the brand needed Performance Max to deliver efficient, repeatable revenue on a modest budget, without heavy management overhead or budget creep.

On Meta, we rebuilt the 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.

Each seasonal moment ran as its own campaign, with season-specific creative and offers: gifting angles for Father's Day and Valentine's Day, themed bundles for Halloween, and percentage-off and countdown messaging for Black Friday Cyber Monday, followed by a short extension to convert warm traffic. Shoppers landed on dedicated collection pages with one-click Shop Pay checkout. Across Father's Day, Valentine's Day, Halloween and Black Friday Cyber Monday the campaigns drove 748 purchases at a blended 7.1x, with Father's Day the strongest at 10.68x and Valentine's Day the biggest at 7.86x.

On Google, we ran a lean Performance Max campaign built around the highest-margin, best-selling gift products, with strong lifestyle and product imagery and audience signals drawn from existing buyers. Kept the budget deliberately tight and let the algorithm concentrate spend on the highest-return inventory, tracking revenue back to product and holding the campaign to a firm return target rather than chasing volume.