Foodstirs Hit 4.13 ROAS Over BFCM
Foodstirs needed a higher site conversion rate and lower acquisition costs heading into the holiday season.
The Goal
✔ Lift Site Conversion Rate
✔ Lower Prospecting CAC
✔ Win the Holiday Season
The Solution
Site Tests Before Scale
We audited the site and tested changes one at a time. One mobile test lifted mobile conversion rate 11% at 91% confidence, and we rolled it out to all traffic. A change to shipping and pricing lifted conversion rate 43%.
Search and Shopping Rebuilt
We split products into high and low ROAS campaigns and gave subscriptions their own Shopping campaign. Adding "Baking Kit" and "Baking Mixes" to Shopping feed titles raised search impression share from 28.59% to 36.35%. Audience and geo exclusions cut CAC on prospecting search campaigns 34%, from $75.24 to $49.76.
Customer Video Over Studio Video
Customer reviews and customer-made videos beat produced video on Meta. An Apple Bites review video returned 4.20 ROAS at $19.20 per new customer. In retargeting, dynamic product ads moved ROAS from 1.01 to 2.92 in a week.
The Result
Over the five days of BFCM, Foodstirs spent $4,818 across paid media and brought in $19,915 in site revenue. That works out to a 4.13 blended ROAS.
Across the full BFCM week, Google returned 2.88 ROAS and Meta returned 2.01.
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