Biscuit mix company scale nationwide and achieve over $100,000 in sales

We helped a local biscuit mix company scale nationwide and achieve over $100,000 in sales with a lean $25,000 Meta (Facebook/Instagram) ad budget. The focus: driving direct-to-consumer sales of $5 premium biscuit mixes–no complicated funnels or excessive testing required.

The Challenge

The client, with a simple Shopify store and a modest social following, wanted to rapidly grow online sales. Before working with us, they averaged $2,000–$3,000 per month in revenue from organic channels and occasional boosted Instagram posts.

Our Strategy

1. Custom Audience Targeting Uploaded all available customer and email lists to Meta for precise targeting.

Built custom audiences:

2. Ad Copy & Creative

Structured ad copy for three different appeals:

Emotional Appeal: Evoked cravings and appetite.
Promotional Appeal: Special introductory offers for new buyers.
Informational Appeal: Highlighted healthy, low-calorie ingredients.
Used a clear, consistent message per appeal across 1:1 and 9:16 images and videos.

3. Campaign & Ad Structure

Tested one interest per cold audience ad set to track performance precisely. Setup multiple ad sets:

After 50+ sales, introduced Meta’s AI-driven “recommended” ad set for better optimization. Ensured the landing page was mobile-friendly and made it easy to pick from three product options.

Services done for clients:

Paid Media

Paid media is advertising you pay for—like Google or social media ads—to quickly reach your target audience and drive results.

Meta Ads

Meta Ads are paid ads on Facebook, Instagram, Messenger, and the Audience Network. You can target specific audiences based on interests, behavior, location, and more to promote products, services, or content.

Results With Based Agency

$102,000+

Total Sales

$25,000

Meta Ad Spend

4.08

Overall ROAS

Track Record

Started at $15 in month one (while the algorithm was learning) Reduced to $5.05 per sale within two months

By Audience

$10.20 CPA

Previous customer list

$13.40 CPA

Add to carts

$5.52 CPA

Warm

$3.20–$8.06 CPA

Cold interests

$4.89 CPA

Meta Recommendations

*The campaign proved highly scalable and efficient, reaching both previous customers and new audiences across the US.*

Key Takeaways

Let the algorithm work

Meta’s recommendations outperformed many highly-targeted custom audiences after initial purchase data accrued.

Start strong

Upload clean customer data and set up for quality acquisitions from day one.

Optimize methodically

Test one variable at a time—one interest per cold audience—to measure what truly works.

Engagement matters

Emotional and “special offer” appeals resonate with both new and returning customers.

Simple experience sells

A straightforward landing page and clear offers reduced friction and maximized conversions.

Ready to scale your sales online?

Here’s How We Build Your Digital Foundation.

01. Assess

Based begins every business relationship understanding your current digital experience and how you want to go.

02. Recommend

We help you cut through the noise and find the strategies that will work for you fast.

03. Execute

We walk you through every step providing you with insight and control into the exact steps that build your business.

Reach Your Business Goals in 2025 with Based Agency

We’ve driven over 80,643 leads for our clients from our marketing efforts.

REAL RESULTS:

Easy to communicate with and great support for any project we have done with them.

Paul Penkalsky

Boosting sales for a garage builder with high-quality leads

We partnered with a garage builder specializing in detached garages to generate high-quality leads through Facebook ads.

184

qualified leads

$19.32

Average cost per lead

$45,000

project value

Learn why the future of marketing is powered by Based.

“I could also tell that they were committed to actually helping me and giving good advice. And even better they have concrete metrics by which they track success. I would highly recommend them.”

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