Meta ads | UK GEO | Health food

Client: Secret Fruit
Industry: E-commerce (Fruit Boxes & Subscription Service)
Location: United Kingdom
Platform: Meta Ads (Facebook & Instagram)
Website: https://secretfruit.co.uk/

Strategy
To maximize learning and uncover scalable opportunities, we built a multi-layered Meta Ads strategy combining prospecting, automation, and retargeting.

The audience structure included:

Interest-based targeting (Food, Healthy Lifestyle, Sport, Quality of Life, Purchase Behavior)
Broad targeting campaigns
Lookalike audiences
Advantage+ audience expansion
Retargeting campaigns for website visitors and engaged users

Infrastructure & Analytics Setup
Before scaling advertising efforts, a complete tracking ecosystem was implemented.

Key actions included:

Setting up and structuring multiple Meta ad accounts
Configuring Purchase-focused campaign architecture
Verifying Meta Pixel implementation
Integrating Conversion API (CAPI)
Optimizing event tracking accuracy

Audience & Creative Testing
Over the course of the project, more than 15 audience segments were tested to identify the strongest combinations for future scaling.

At the same time, multiple creative formats were launched and optimized, including:

Video ads
Flex Ads
Dynamic Ads
Catalog ads
Advantage+ Creative formats
Continuous A/B testing was conducted using key performance indicators such as CTR, CPC, engagement rate, website behavior, and micro-conversions.

One creative variation, internally labeled Ad 6, consistently outperformed others by generating stronger engagement and higher-quality traffic.

Results
Overall Performance
During the campaign period:

26 purchases were generated through Meta Ads
9 campaigns were tested and optimized
15+ audience segments were evaluated
A complete e-commerce analytics and tracking system was established
Multiple scalable audience and creative combinations were identified
Best Performing Campaign
CON | FLEX | UPD | Advantage+

19 purchases
$46.26 cost per purchase
$879.01 ad spend
5.13% CTR
$45.75 CPM
0.95 ROAS
This campaign generated the highest volume of sales and delivered the strongest overall return among the larger-scale campaigns.

Top Performing Audiences
The most promising audiences were:

Food + Purchase Behavior

Highest CTR among tested audiences
Lowest engagement cost
Strong source of conversion signals
Healthy Lifestyle

Consistent engagement
High-quality website traffic
ROAS up to 0.45
Advantage+ Audiences

Largest purchase volume
Best potential for scaling through Meta's automation
AI-Generated Creatives: A Key Growth Driver
One of the most important findings from the project was the impact of AI-generated advertising creatives.

Key outcomes included:

Cost per acquisition reduced from approximately $190 to $30
More than 6x improvement in acquisition efficiency
Better engagement rates
Stronger optimization signals for campaign learning
These results demonstrated the value of AI-driven creative production, particularly in highly competitive e-commerce environments.