CPG

Candy Brand Case Study: 67% ROAS Improvement at Scale

Achieved ROAS

vs. $3 historical benchmark

$300K

Monthly Ad Spend

Maintained at scale

67%

ROAS Improvement

Above category standard

The Challenge: Breaking Through Performance Plateaus

A leading national candy brand faced a profitability challenge despite maintaining consistent sales volume. Their advertising campaigns had plateaued at a $3 return on ad spend (ROAS), matching their historical industry benchmark, but falling short of growth targets. With a substantial $300,000 monthly advertising budget, every gain in efficiency came to be significant bottom-line impact.

The brand needed a strategic overhaul to unlock hidden performance potential and justify increased investment in growth initiatives. Traditional optimization tactics had reached their limits, requiring a comprehensive campaign restructuring approach.

Strategic Transformation & Execution

Campaign Architecture Redesign

Restructured entire campaign framework around high-intent keywords and top-performing product lines. Eliminated underperforming keywords and consolidated budget allocation toward proven winners.

Precision Audience Targeting

Streamlined audience segments to eliminate costly overlap and reduce wasted spend. Implemented advanced audience exclusions and refined demographic targeting for maximum efficiency.

Message Optimization

Refined ad creative and messaging strategy to emphasize unique value propositions and drive stronger purchase intent. A/B tested headlines, calls-to-action, and visual elements systematically.

Performance Testing Framework

Established continuous testing protocols to identify and scale winning strategies rapidly. Conducted weekly performance reviews and monthly strategic adjustments for sustained growth.

Transformational Results & Business Impact

The strategic overhaul delivered exceptional results that exceeded expectations and established new performance benchmarks for the category. ROAS increased from $3 to $5, representing a 67% improvement that directly enhanced profitability across campaign activities.

Performance remained consistently strong at the $300,000 monthly spend level, with successful scaling during peak seasonal periods including Halloween and holiday seasons. This stability at scale proved the sustainability of the optimization approach.

The improved efficiency enabled strategic business expansion, allowing the brand to invest confidently in new distribution channels and growth campaigns while maintaining healthy profit margins.

ROAS Performance Timeline

Key Takeaway:

Strategic campaign restructuring can unlock significant performance improvements even in mature categories. This case demonstrates that systematic optimization, precision targeting, and continuous testing can drive substantial ROAS gains while maintaining scale which are critical factors for sustainable growth in competitive CPG markets.

Methodology Details

Data Analysis & Insights

Cross-account performance benchmarking
Legal vertical market analysis
Competitor landscape assessment
Attribution modeling optimization

Testing Framework

Statistical significance validation
Multi-variate creative testing
Landing page optimization
Audience segmentation refinement

Technology Stack

Advanced tracking & attribution tools
Automated bidding algorithms
Cross-platform reporting dashboards
Real-time performance monitoring

Quality Assurance

Lead quality scoring systems
Conversion rate optimization
Budget allocation efficiency
Performance consistency monitoring

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