Premium dessert-first bakery

The bakery wasn't an awareness problem. They had strong word-of-mouth, repeat buyers, and a working storefront with Meta Pixel already collecting event telemetry. The challenge was whether paid acquisition could become a predictable third revenue channel: profitable enough to justify aggressive spend and reliable enough to forecast kitchen prep.

We rejected the standard agency template of a single generic umbrella campaign. When you lump all products into one ad set, Meta's algorithm inevitably dumps 80% of budget into whatever gets the cheapest click—often a low-margin impulse item—leaving higher-margin hero SKUs starved.

Instead, we architected five isolated purchase-objective campaigns, one per product line. Budget was weighted by historical sales velocity and AOV. Broad targeting handled algorithmic discovery, custom purchaser lookalikes drove mid-funnel expansion, and dynamic remarketing recaptured cart abandoners. Remarketing did the heavy lifting, as it always does for high-loyalty food brands.