Same budget. New customers at half the cost.
Google to win new customers. Meta to bring them back. Better returns without spending a rupee more.
PREMIUM COFFEED2CPERFORMANCE MARKETINGGOOGLE ADSMETA ADS
-53% CAC in 4 months
5x+ ROAS, up from 3.5-4x
+25% Sales growth in 6 months
0% Increase in ad spend
01 · THE PROBLEM
Returns had plateaued.
Blue Tokai's ROAS had flattened at 3.5-4x.
They wanted two things: better returns without raising spend, and more first-time buyers from people already searching for coffee on Google.
02 · THE PLAN
We flipped the usual split.
MOVE 170% Google, 30% MetaWe put 70% of the budget on Google and 30% on Meta. Most D2C brands do the exact reverse.
MOVE 2Top 3 on Google for coffee searchesMost of the Google budget went into ranking in the top 3 ad spots for non-branded coffee searches: buy coffee online, coffee beans, ground coffee, filter coffee, cold brew coffee, arabica coffee, coffee delivery, gourmet coffee and more.
MOVE 3Meta for repeat ordersMeta ads focused on retention: bringing first-time buyers back for their second and third order.
03 · THE PROOF
The brief vs. the result.
THE BRIEFImprove ROAS without raising spend. Win more new customers from Google Search.
WHAT WE DELIVEREDCAC down 53% in 4 months. ROAS up from 3.5-4x to 5x+. Sales up 25% in 6 months. Same budget.
NEXT CASE STUDYSpice Up Foods: ROAS from 1.2x to 4x+ →
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