The Results
130+
Average new customers per day
+11%
Improvement in non-brand conversion rate
-41%
Google Ads non-brand CPA
The Brief
Prepped Pots is a DTC food brand, selling healthy ready meals to customers in the UK & Ireland. The brand approached Target in early 2024 to help drive more subscribers at a lower CPA across Google Ads in order to support the wider business goal in building MRR throughout the year.
Our Response
Target worked closely with Prepped Pots trading and marketing teams to develop a robust new customer acquisition strategy underpinned by Google Ads tactics. Our first port of call was to address the cornerstone of any paid media stack: measurement. By implementing an advanced tracking framework, we were able to take advantage of Google & Meta’s latest features such as server side tagging. When Target took over the account, campaigns were fragmented with a high percentage of struggling to exit learning. To combat this we consolidated the account structure to get more data through the campaigns and enriching AI/ML optimisation. Our team hypothesised that moving away from the legacy exact and phrase match would drive a greater performance for Prepped Pots. To confirm this, we ran an a/b test between two ad groups with a 50/50 budget split between exact and phrase vs. broad with smart bidding, with the latter proving our hypothesis to be true by driving +11% more conversions and CPA down by -9% With our newly consolidated campaigns scaled. We explored new campaign types in a bid to broaden our reach, these included YouTube to support discovery and non-branded shopping, with high intent long tail search terms both affordable and untapped.
The Results
A MRR continues to build with Prepped Pots acquiring on average 130+ new subscribers per day. Subscribers are being acquired more efficiently vs. the incumbent’s performance; over the past 6 months (vs. the 6 months prior) Target has helped Prepped Potted to reduce non-brand CPA by -41% and improve Google Ads conversion rate by 11%
The Next Steps
With performance consolidated and conversion rate improved, we're now in a position to begin scaling non-brand campaigns more efficiently. We’re excited to announce that we have recently won the contract for Meta Ads management for the brand, and will be leading strategy and execution. Stay tuned!
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