The Challenge
MeatWorks Co. was running a single set of paid media ads across Meta and Google — one creative, one message, one audience. Their spend was consistent but performance had plateaued. ROAS was flat and conversion rates weren't moving.
The assumption was that the problem was the platform mix or the bidding strategy. The real problem was upstream: they didn't know who was actually buying their product — or why.
A single generic message was being served to two fundamentally different buyer types — each requiring a distinct creative brief. Both were buying — but neither was seeing an ad built for them.
Who is actually buying MeatWorks — and what made them choose it over twenty other options? The answer starts with the 5 P’s.
The Approach
We started by pulling apart the existing ad account — structure, creative history, audience targeting, and spend allocation. The diagnosis: broad targeting, undifferentiated creative, no segmentation by buyer type.
We ran in-depth interviews and surveys with MeatWorks customers and category buyers. What emerged: two completely distinct buyer profiles with different motivations, triggers, and purchase contexts — neither of which the existing ads spoke to directly.
Two buyer segments meant two creative strategies, two messaging frameworks, and two campaign structures. Each ad spoke directly to a single buyer's motivation — not a generic average of both. The spend didn't change. The targeting did.
The Results
Total revenue grew 8× over 12 months — driven entirely by better targeting and creative, not increased spend.
Conversion rates doubled when each buyer saw creative built specifically for their motivation — not a one-size-fits-all message.
Not a single additional dollar was added to the media budget. The lift came entirely from strategy, research, and creative — not more spend.
Next Case Study
F&B Brands Only
We guarantee results or give money back. That means we only take on brands we're confident we can grow. Tell us about yours.
Work With Us →
