Promoting the delivery of semi-finished products: setting up a Facebook ad campaign with a ROAS of 4890%

Developing an SMM strategy

We were approached by a company that offers delivery of semi-finished products in the city of Lviv. They specialize in ready-to-eat meals that can be prepared quickly and easily at home or in the office.

1 360,12 $

advertising campaign budget

3 895

of purchases made

0,3 $

price per purchase

57 193,52 $

value of conversions per purchase

4 890%

ROAS per purchase

Details

GEO

Lviv

Target audience

Those who work at home or in the office and do not have time to cook. Most often, this is the segment of average earnings and above

Niche

Semi-finished products

Our task was to attract the attention of the target audience. After discussing the project and evaluating competitors, we chose to promote it with targeted Facebook ads.

The task

Client: Attraction of new customers to orders for the delivery of semi-finished products
Traffic source: Facebook Ads
Conversion price: up to $2 per order
Term of work: 10 months

Work progress

Client analysis and task setting

We were approached by a company that delivers semi-finished products in Lviv. The client wanted to attract new customers through targeted Facebook ads and increase conversion among their existing audience. Main project goals: Attracting new customers to order semi-finished products. Maintaining interest among those who have already interacted with ads and visited the website. Reminders and incentives for those who have not completed the purchase.

Project implementation

The client already had experience working with other contractors who helped attract visitors to the site using Facebook Ads, but now they needed a more comprehensive solution to increase orders and conversions. Target audience segmentation: We identified three key audience segments to focus on: Cold audience: People who are not yet familiar with the product but may be interested in the services. Those who interacted with ads and visited the website: Potential customers who showed interest but did not complete the purchase. Those who did not complete the purchase: Customers who started the purchase process but for some reason refused to complete it.

Working on a project for the delivery of semi-finished products

We developed creatives aimed at attracting new customers. The main emphasis was placed on the simplicity and ease of use of the service, time saving and a wide range of dishes. The creatives contained messages about the speed of delivery, the variety of menus, and the unique advantages of semi-finished products compared to regular food delivery.

Retargeting

We set up retargeting for the audience that had already interacted with the ad or visited the website. The main goal was to push them to complete the purchase. We used a one-level funnel to help filter interested users and convert them into buyers.

Expert comment

He also managed his social media on his own, and we ran targeted ads to attract subscribers to his account. Part of the audience that was already subscribed to the account made purchases of the product on their own. However, those who had not yet made a purchase were further incentivized through paid advertising.

The client already had experience working with other contractors who had attracted visitors to the site using Facebook Ads. He used such traffic sources as SEO, contextual advertising, and others.

We started our work on the project by identifying three audience segments to work with:

Cold Audience: Our primary goal is to attract the attention of new customers who have no experience with our services. We will focus on creating interesting and compelling advertising materials to attract this audience to the brand and products.
Those who interacted with the ad and went to the website: This segment is already familiar with our brand, but has not yet made a purchase. Our goal is to maintain their interest and encourage them to complete the purchase. We used promotional materials that encourage action and provide additional motivation to complete the purchase.
Those who did not complete the purchase: <This segment has already shown interest in our offer, but has not completed the purchase. We focused on reminding them about services and products, providing compelling arguments and offers that would encourage them to complete the purchase.

Working on a project for the delivery of semi-finished products

To achieve this goal, we developed a comprehensive strategy that consisted of several stages:

Stage 1: Launching ads to cold audiences and to attract attention

We developed advertising offers aimed at potential customers who were not familiar with the convenience food delivery service. The creatives used messages about speed, a simple approach, saving time, and getting a varied menu. It was also important to show the practical difference from simple food delivery.

Stage 2: Retargeting

Targeting ads to the audience that interacted with previous ads or visited the client’s website. We created a one-level funnel that helped filter out interested users and turn them into customers.

Stage 3: Constant updating of advertising materials

Constantly updating and monitoring the relevance of advertising materials. We regularly updated our advertising videos and banners every two to four weeks. We continue to launch subscriber acquisition campaigns to attract new potential customers.

Our automated funnel works to the client’s advantage. Engagement ads attract the attention of a cold audience, and those who have interacted with ads receive targeted ads. We also target ads to those users who have started the process but have not completed it.

Creatives used for the delivery service

Results of promotion on Facebook

Key results

1 360,12 $

advertising campaign budget

3 895

of purchases made

0,3 $

price per purchase

57 193,52 $

value of conversions per purchase

4 890%

ROAS per purchase

Our strategy for promoting the delivery of semi-finished products has been successfully implemented. We attracted the attention of the target audience, attracted new customers and increased conversion. Thanks to the constant updating of advertising materials and ensuring their relevance, significant results were achieved.

Data from the account

Amount spent: $1,360.12 or 49,998.06 UAH
Purchases: 3 895
Price per purchase: $0.3 or 11.04 UAH
Conversion value per purchase: $57 193.52 or 2 102 434.00 UAH
ROAS per purchase: 4890%

Conclusions

Our advertising campaign helped to attract new customers and increase the number of orders for semi-finished products. We achieved our goals using four stages, including cold calling and engagement, creating a one-level funnel, and maintaining communication with the audience.

Our results show positive performance, including high conversion rates and ROAS. We always adapt to changing conditions and find the most effective strategies to achieve our clients’ goals.

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Promoting the delivery of semi-finished products: setting up a Facebook ad campaign with a ROAS of 4890%

Details

The task

Work progress

Client analysis and task setting

Project implementation

Working on a project for the delivery of semi-finished products

Retargeting

Expert comment

Working on a project for the delivery of semi-finished products

Creatives used for the delivery service

Results of promotion on Facebook

Key results

Data from the account

Conclusions

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