Pet Food DTC.
eCommerce · Pet Food · Purchase Campaigns
A premium DTC pet food brand looking to scale purchase volume profitably and sustain ROAS well above target across a 5-month always-on campaign structure on Meta.
Geo
USA
Source
Meta · FB + IG
Period
5 months · Always-on
Tier
eCommerce · Pet Food
ROAS by creative variant
Highest-performing ad set highlighted
The Setup
What we were working with.
The Problem
Most pet food brands on Meta compete on broad audience targeting, leading to CPP of $8–15 and unsustainable ROAS below 4×. The brand needed a structured always-on framework that kept acquisition costs below $3.
The Audience
Pet owners 25–55, interest-layered by breed type and premium food intent. Purchase-event optimisation from day one, not traffic or reach.
Our Solution
Always-on campaign architecture: top-funnel UGC video → mid-funnel benefit creative → bottom-funnel retargeting. Continuous creative refresh every 10 days to prevent fatigue.
The Mechanics
What drove the numbers.
What We Learned
The takeaways that repeat.
Always-on beats burst campaigns for CPP
Running continuous campaigns at controlled daily budgets allowed the algorithm to fully exit the learning phase. CPP dropped 40% in month 2 and held for the remainder of the run.
Creative refresh cadence is the unlock
New creative every 10 days prevented frequency fatigue. The top-performing format was short UGC-style video (15s) — raw and authentic, not polished brand spots.
$0.09 CPC signals exceptional creative relevance
A CPC of $0.09 on Meta in a competitive eCommerce vertical indicates the creative scored extremely high on relevance. Meta rewarded it with massively discounted inventory.
Full-funnel retargeting captured 30%+ of revenue
Retargeting audiences (7-day LPV, ATC, initiate-checkout) generated over 30% of total purchases at roughly half the CPP of cold traffic.
