CPA $32.94, ROAS 2.17X for the Coconut Bowls online store
The iOS 14.5 update paralyzed sales — we restored them
Who the client is
Coconut Bowls is an Australian eCommerce store of natural alternatives to plastic, built on Shopify. CEO Jake had stable sales until the iOS 14.5 update cut back ad targeting capabilities.
What the client needed
Take control of marketing on Facebook and Google and reach the KPIs: Facebook ROAS ≥2X at $20K/month and Google ROAS ≥3X at $5K/month. The client provided the creatives himself.
What we did
Audit and competitor analysis
We audited the previous results in FB Ads Manager and Google Ads, analyzed competitors’ strategies and calculated the unit economics for each product.
Market selection and the RACE model
Based on the client’s data we selected the target markets for hitting the KPIs, implemented the RACE marketing model and updated the Customer Journey Map to raise conversion.
Communication strategy and testing
We developed a Communication Strategy, compiled a list of hypotheses and launched a series of A/B tests. In parallel we collected and analyzed data for further decisions.
Content and targeting optimization
We changed the content strategy, because the profile looked as if it were written for search bots. A redesign of the Commodity Matrix raised the average order value, and we rebuilt the Google Ads structure for maximum relevance.
Budget reallocation
We rebuilt the targeting campaigns to increase LTV and Retention Rate. We reallocated the budget in favor of Google Ads, keeping Facebook for retargeting and brand campaigns.
Results achieved
What it gave the client
In 90 days Google Ads showed a ROAS of 2.17X and a CPA of $32.94, and Facebook reached a ROAS of 1.55X. We got to 72–77% of the target KPIs and uncovered a product problem, which we handed over to the client to resolve for further growth.
Screenshots and creatives
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