Case: Meta Ads for a food brand with its own production

Worked with a brand of food products of its own production. The main task was not just to launch advertising, but to make Meta Ads a clear sales channel: to attract the target audience, strengthen trust in the brand, and reduce the cost of purchase.

At the start, there was a typical situation for this niche: a quality product and own production were available, but the advertising did not reveal this as a strong advantage. Because of this, part of the budget went to reach and clicks without stable results in orders.

In the work, I focused on the structure of advertising campaigns, audience segmentation, and creative testing. Offers for the first order, connections to cold audiences, and retargeting for those who had already interacted with the brand, website, or social media were separately developed.

What was done:
— campaigns were divided into cold, warm, and hot audiences
— several formats of creatives were tested: banners, videos, carousels
— communication around product quality, own production, and trust in the brand was strengthened
— retargeting was launched for interaction, traffic, and product views
— campaigns were optimized based on sales and cost of purchase

Results after 2 months of work:
— advertising budget: 47,000 UAH
— reach: over 312,000
— clicks on the link: 6,480
— average CTR: 2.07%
— number of purchases: 198
— average cost of purchase: 237 UAH
— average check: 640 UAH
— ROAS: 2.69

After the testing phase and disabling weak connections, it was possible to reduce the cost of purchase by approximately 27%, and the advertising itself became more predictable in terms of results.

Conclusion:
In the food products niche, advertising works well when it sells not just a product, but trust in the brand, product quality, and a clear reason to buy right now. In this project, Meta Ads became not just a source of traffic, but a working sales channel and a means of re-engaging the audience.