ROAS after 3 months
Profitable increase in ad spent
Meta Ads
Paid Ads
Strategy
Performance Ad Creatives
UGC Video Ads
A leading meal plan brand approached us because they were struggling to scale their paid advertising efforts on Meta Ads. Thanks to our team’s previous experience in the Meal Plan industry, we understood the unique challenges within the meal plan market and recognized that a targeted approach was necessary to achieve significant growth. Despite having a strong product and a loyal customer base, they were not seeing the desired increase in revenue and profitability from their paid ads.
Upon conducting a thorough audit of their Meta account, we discovered several critical issues. The campaign setup was not aligned with best practices for meal plan brands, lacking a robust testing structure, which is essential for effective marketing strategies. Some campaigns intended for retargeting were mistakenly using the ‘expand targeting’ option, thereby diluting their impact by not focusing on existing customers. Furthermore, the brand was not testing enough ad creatives or exploring different angles, and they had never utilized User-Generated Content (UGC) ad creatives, which are highly effective in the meal plan industry for building trust and engagement.
Our primary challenge was to craft a high-impact marketing strategy within the constraints of a limited ad budget. This required us to carefully strategize and make every dollar count—a common need for meal plan brands looking to maximize their return on investment (ROI) with paid ads.
We started by completely revamping their ad structures, focusing primarily on prospecting to attract new customers, as the brand was already engaged in some retention marketing activities. Our approach included developing static performance ad creatives and UGC videos specifically tailored for meal plan brands, leveraging our creator partners. The goal was to create diverse content types for different stages of the funnel and user-awareness levels, thereby expanding the audience pool while effectively converting ready-to-buy customers.
To optimize their paid ads for eCommerce, we devised a comprehensive content strategy that leveraged videos for top-of-funnel (TOF) engagement and static images for retargeting the most aware audience segments. Videos, particularly UGC ad creatives, tend to have a lower frequency and higher engagement rates, making them ideal for targeting cold audiences who are unfamiliar with the brand.
Our performance creative team developed multiple ad concepts designed to highlight the unique benefits and competitive advantages of the meal plan brand—crucial elements in marketing strategies for meal plan companies. We also scripted video concepts with engaging, scroll-stopping hooks to capture user attention and maximize key metrics such as scroll-stop rate, hold rate, and click-through rate (CTR). This approach ensured that our marketing strategy was fully optimized for each stage of the customer journey.
Our strategic approach as a leading marketing agency for meal plan brands led to significant results:
By leveraging our expertise as a meal plan marketing agency and our deep understanding of the paid ads landscape for eCommerce, we were able to transform our client’s ad performance and scale their business effectively. At Skaleit, we specialize in helping meal plan brands achieve their marketing goals through strategic, data-driven ad management and creative content development.
