- Revenue up 100%
- Ad spend up by 100%
- Orders up by 97%
- ROAS up by 9%
Background
Founded in late 2023, She Grows Veg is a fast-growing gardening and horticulture brand built around empowering everyday growers with expert knowledge, premium seeds, and easy-to-follow guidance. Known for its vibrant community, educational content, and commitment to helping people grow confidently at home, the brand blends personality with practicality - making gardening more accessible, enjoyable, and inspiring for thousands of customers.
She Grows Veg partnered with us in August after working with another agency that had placed a heavy focus on Google while neglecting Meta entirely. Despite strong demand, an engaged audience, and a highly differentiated brand voice, growth had stalled and new customer acquisition had flattened. Meta had become an untapped channel, with outdated structures, limited creative diversity, and no scalable paid strategy in place. From day one, our mission was clear: reignite growth by rebuilding Meta from the ground up, modernising the creative strategy, and turning a neglected channel into a profitable driver of new customers.
When we audited She Grows Veg’s account, it became immediately clear why growth had stalled. Meta activity was almost nonexistent, with minimal spend and no structured campaigns in place. Creative testing wasn’t happening at all - the entire paid strategy relied on reusing organic post IDs, meaning nothing was being purpose-built for conversion or acquisition. At the same time, Google was significantly overspending, with branded and non-branded campaigns overlapping and cannibalising each other, causing inflated CPAs and inefficient scaling.
Our first step was to reintroduce Meta as a core acquisition channel. We rebuilt the account from scratch, implementing a clean performance structure focused on conversions, not engagement or vanity metrics. We introduced a proper creative testing framework, began producing purpose-built assets designed for Meta’s auction, and shifted budget away from oversaturated Google campaigns into higher-return Meta activity. We also restructured Google itself - separating branded and non-branded search, tightening budgets, and eliminating overlap to restore efficiency.
By combining a modern creative-led Meta strategy with a more disciplined, data-backed Google structure, we repositioned She Grows Veg for sustainable growth and unlocked entirely new levels of performance across both platforms.
Our first priority was to transform Meta from a dormant channel into a high-performing acquisition engine. To do this, we built a structured creative testing system from the ground up - producing purpose-built ad creatives that highlighted the brand’s expertise, showcased product benefits, and leaned into the personality-driven content that already performed well organically. This gave us the foundation to rapidly test hooks, angles, and formats, identifying what truly resonated with new customers rather than relying on recycled organic posts.
Alongside this, we rebalanced budget allocation between Meta and Google. With Google previously overspending and branded and non-branded terms overlapping, we rebuilt the account to protect efficiency: branded search was scaled back and isolated, non-branded was tightened and optimised, and wasted spend was removed. This freed up budget to reinvest in Meta, allowing us to gather data quickly and scale winners without inflating overall acquisition costs.
By combining a revitalised creative strategy, a disciplined testing framework, and smarter cross-channel budget allocation, we rebuilt She Grows Veg’s performance engine — unlocking new customer reach, stabilising CPAs, and setting the brand up for sustained growth across both Meta and Google.
Revenue up 100%
Ad spend up by 100%
Orders up by 97%
Our first priority was to transform Meta from a dormant channel into a high-performing acquisition engine. To do this, we built a structured creative testing system from the ground up - producing purpose-built ad creatives that highlighted the brand’s expertise, showcased product benefits, and leaned into the personality-driven content that already performed well organically. This gave us the foundation to rapidly test hooks, angles, and formats, identifying what truly resonated with new customers rather than relying on recycled organic posts.
Alongside this, we rebalanced budget allocation between Meta and Google. With Google previously overspending and branded and non-branded terms overlapping, we rebuilt the account to protect efficiency: branded search was scaled back and isolated, non-branded was tightened and optimised, and wasted spend was removed. This freed up budget to reinvest in Meta, allowing us to gather data quickly and scale winners without inflating overall acquisition costs.
By combining a revitalised creative strategy, a disciplined testing framework, and smarter cross-channel budget allocation, we rebuilt She Grows Veg’s performance engine — unlocking new customer reach, stabilising CPAs, and setting the brand up for sustained growth across both Meta and Google.
What did we do?
- Rebuilt Meta from scratch, moving away from boosted posts and organic post IDs to a structured, conversion-led campaign setup.
- Launched a proper creative testing framework, producing purpose-built assets and testing multiple hooks, angles, and formats each week.
- Rebalanced channel spend, reducing inefficient Google spend and reinvesting into Meta to diversify acquisition and improve CPA.
- Separated branded and non-branded Google campaigns, eliminating overlap and restoring efficiency in search.
- Introduced creative performance tracking, analysing hook rates, hold rates, CPCs, and CPAs to inform weekly creative iterations.
- Implemented a simplified testing structure, ensuring only strong creative scaled while weaker assets naturally spent less - maximising budget efficiency.
Ad spend profitably scaled by over 100% in the first 90 days, with blended ROAS also increasing at the same time. More volume, more efficiency.
Hear from our partners
- Always be as consolidated as possible - Gone are the days of needing a new campaign weekly, creative strategy moves the needle. Less campaigns results in a cleaner, easier to manage approach meaning we can spend our time on what really matters.
- Going as broad as possible with targeting, as soon as possible - We should be aiming to go broad with targeting as soon as possible - Every sale you achieve on a broad audience makes the machine algo much smarter
- Don't force spend on ads, at any level of your ad account - You don't need to be forcing spend on creatives, if meta isn’t pushing spend to them, you already have your answer. Let the machine go to work and do its thing.
- Utilise Catalog ads correctly - We should always use catalog DPAs, but be aware of the role they play in your ad account and don’t try to scale them too hard - They push people over the line.
- Creative diversification is KEY - Creative is our targeting now - This is how we tap into different pockets of our audience, by utilising new creative formats.
