Choco Yummy
Choco Yummy is an online store selling imported sweets, snacks and drinks from around the world — the kind of products people buy on impulse and around holidays. In 22 months we turned an ad account with almost no history into their main sales channel, holding 6.3x ROAS over the last six months by cutting the products that were hijacking the algorithm and scaling hard into every seasonal peak.
NICHE
E-commerce — imported sweets, snacks and drinks
CHANNEL
Meta Ads
TIMELINE
22 months, ongoing
SERVICE
Media buying
6.3x
ROAS over the last 6 months
3 350
purchases in the same period
$5.86
cost per purchase
22 mo
partnership, still running
Sound off — tap a video for sound
The client came to us on a referral with an account that had barely been used: a handful of test campaigns, mostly boosted Instagram posts, and no conversion history worth optimising on. Their ceiling was around 300% ROAS — roughly break-even for a business reselling imported goods on thin margins — with the occasional good month at 500%. The catalogue was one undivided feed, so chocolate, drinks, gift sets and holiday products all competed inside the same campaigns, and Christmas items were still being shown in June. On the store itself, adding a product to the cart produced no visible confirmation, so customers added the same item several times without realising it.
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We split one undivided product feed into sets the algorithm could actually learn from: chocolate, drinks, branded confectionery, gift sets and seasonal items each got their own campaigns, their own creatives and their own audiences, tested against both interest-based and broad targeting.
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Seasonal products were scheduled instead of left running all year: Christmas, Halloween and Easter items were filtered out of the evergreen sets and switched on only inside their own window, which stopped them from burning budget in the months nobody buys them.
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We rebuilt the account around catalogue conversion campaigns rather than boosted posts: conversion campaigns on segmented product sets, remarketing built on the same segmentation, and video ads cut from the client’s own Instagram footage for every new arrival, which added up to 996 ads across 188 campaigns in six months.
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The audit covered the store, not just the ad account: adding a product to the cart gave no visual feedback, so customers were adding the same item several times without noticing, and once that was fixed we put cheap, frequently bought bestsellers into the cart and checkout as upsells.
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Products below a set price were excluded from the working sets and budget was consolidated into fewer, better-funded campaigns: the cheap items were winning the optimisation and dragging average order value down, and the remaining campaigns were scaled two to three times ahead of each seasonal peak instead of during it.
— Rosty C.,
Founder, collaba.team
“What decides an account like this is not the creative, it is what the algorithm is allowed to optimise towards. Cheap items sell in volume, so Meta will happily buy you hundreds of two-dollar purchases and call that a good month. We took them off the table and let the season do the scaling — that is where the 6x came from.”
In a catalogue with a wide price range, the cheapest products win the optimisation by default: they convert most often, so the algorithm buys more of them and the average order value collapses. Excluding everything below a set price from the working sets was the single change that moved ROAS the most. If a store sells both $2 and $40 items, it has to decide which one it is paying Meta to find.
Bomond
5.5x
average ROAS across the run
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