The account was optimized for add-to-cart actions instead of purchases, resulting in high CPCs and a stagnant 4× ROAS. Campaigns ran exclusively in Canada, driving up frequency and CPMs.
We began by switching the campaign objective to purchases, which immediately lowered CPCs and improved efficiency. Fresh creative and copy variants were rolled out through systematic A/B tests. In the middle of the funnel, we wove in the Avena brand story alongside multiple hero product promotions. At the bottom of the funnel, we ran rotating offers and cross-sell bundles—featuring foot oil, amylase, and cellulase—to capture high-intent buyers.
These combined tactics doubled ROAS, unlocked budget for top-of-funnel growth, and fueled sustained scaling.
On Black Friday, our targeted campaigns drove over $100 K in revenue at a 9× ROAS—solidifying Avena Originals as a top Canadian supplement brand.
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(2016-25©)
