Graza had viral product-market fit and a growing DTC list. But paid traffic was treated as a seasonal switch. We built the always-on system that kept revenue moving year-round.
Graza had viral product-market fit and a growing DTC list. But paid traffic was treated as a seasonal switch. We built the always-on system that kept revenue moving year-round.
The Situation Before
1.4x
Blended ROAS
$52
Cost per Acquisition
$29
Average Order Value
Paid Was a Seasonal Switch
Meta budget spiked in Q4 and went near-zero in January. Nine months of the year the brand relied entirely on organic reach and press coverage to drive DTC revenue.
One Creative Format, No Testing
Every paid ad was a repurposed TikTok clip. No creative testing framework, no angle variation, no systematic process for finding what converted beyond what went viral organically.
Subscription Underutilised
About 22% of DTC customers subscribed but the subscription page had no dedicated paid traffic. No cold campaign existed to acquire subscribers directly as the primary conversion goal.
AOV Anchored Too Low
Most customers bought a single bottle at $16 to $21. Bundle logic existed on the site but was not the primary CTA and was not being pushed through paid or post-purchase email.
Paid Was a Seasonal Switch
Meta budget spiked in Q4 and went near-zero in January. Nine months of the year the brand relied entirely on organic reach and press coverage to drive DTC revenue.
Subscription Underutilised
About 22% of DTC customers subscribed but the subscription page had no dedicated paid traffic. No cold campaign existed to acquire subscribers directly as the primary conversion goal.
One Creative Format, No Testing
Every paid ad was a repurposed TikTok clip. No creative testing framework, no angle variation, no systematic process for finding what converted beyond what went viral organically.
AOV Anchored Too Low
Most customers bought a single bottle at $16 to $21. Bundle logic existed on the site but was not the primary CTA and was not being pushed through paid or post-purchase email.
The Diagnostic
Before writing a single ad or building a single flow, we ran a full revenue leak audit across the ad account, email platform, and funnel.
Seasonal Dependency
4 drove the majority of DTC revenue. No paid strategy existed for the other nine months.
Seasonal Dependency
4 drove the majority of DTC revenue. No paid strategy existed for the other nine months.
Revenue Process
We've Built
The exact systems we put in place across ads, funnel, and email to fix the leaks.
Audit Your Funnel
We start by finding exactly where your revenue is leaking. Every broken step, every underperforming ad, every drop-off point gets identified before we touch a single campaign.
Build The Strategy
Easily submit your design requirements through our private design portal, ensuring a seamless process where your vision is understood, refined, and brought to life with precision and creativity.
Launch & Scale
Campaigns go live, data comes in, and we optimize relentlessly. You get clear reporting, honest communication, and results you can actually see in your revenue.
The Build
We've Built
The exact systems we put in place across ads, funnel, and email to fix the leaks.
Always-On Creative System
Built a structured Meta testing framework across three angles: the cook, the gifter, and the food-curious. New creative rotated every two weeks to eliminate fatigue and find scalable hooks beyond what went viral organically.
Bundle-First Funnel
Rebuilt the primary paid CTA around the Sizzle and Drizzle duo at $35 rather than single bottles. Landing page led with use-case clarity: one for cooking, one for finishing. AOV increased from the first week.
Subscription Acquisition Campaign
Launched a dedicated cold traffic campaign pointing to a standalone subscription LP. Post-purchase email sequence rebuilt to push refill subscription at the 30-day mark with a one-click enrol offer.
What Didn't Work
The "olive oil education" creative angle failed in week two. We built ads explaining the difference between finishing and cooking oil, assuming that informing people would drive conversion. CTR was strong but purchase rate was poor. People found it interesting but did not buy. We pulled it after 10 days and realised educational content worked for retention emails, not cold traffic. Cold traffic needed desire, not a lesson.
The first subscription landing page converted at 1.1% and made the campaign unprofitable. It led with the savings angle, "save 15% on every refill." Testing showed Graza customers were not price-sensitive. They were identity-driven. We rebuilt the page around the "never run out" ritual angle and the exclusive subscriber perks. Conversion moved to 2.9% within two weeks and the campaign turned profitable in week four.
The "olive oil education" creative angle failed in week two. We built ads explaining the difference between finishing and cooking oil, assuming that informing people would drive conversion. CTR was strong but purchase rate was poor. People found it interesting but did not buy. We pulled it after 10 days and realised educational content worked for retention emails, not cold traffic. Cold traffic needed desire, not a lesson.
The first subscription landing page converted at 1.1% and made the campaign unprofitable. It led with the savings angle, "save 15% on every refill." Testing showed Graza customers were not price-sensitive. They were identity-driven. We rebuilt the page around the "never run out" ritual angle and the exclusive subscriber perks. Conversion moved to 2.9% within two weeks and the campaign turned profitable in week four.
The Results
3.6x
Blended ROAS
$24
Cost per Acquisition
$47
Average Order Value
Paid Was a Seasonal Switch
Meta budget spiked in Q4 and went near-zero in January. Nine months of the year the brand relied entirely on organic reach and press coverage to drive DTC revenue.
One Creative Format, No Testing
Every paid ad was a repurposed TikTok clip. No creative testing framework, no angle variation, no systematic process for finding what converted beyond what went viral organically.
Subscription Underutilised
About 22% of DTC customers subscribed but the subscription page had no dedicated paid traffic. No cold campaign existed to acquire subscribers directly as the primary conversion goal.
AOV Anchored Too Low
Most customers bought a single bottle at $16 to $21. Bundle logic existed on the site but was not the primary CTA and was not being pushed through paid or post-purchase email.
Paid Finally Worked Year-Round
An always-on creative system replaced a Q4-only strategy. DTC revenue in January and February matched prior Q4 monthly averages for the first time.
Subscription Rate Climbed
Dedicated subscription cold campaign pushed subscriber rate from 22% to 34% of DTC customers. Post-purchase refill sequence contributed the most conversions.
AOV Jumped 62%
Bundle-first paid creative moved average order value from $29 to $47. The duo replaced the single bottle as the default first purchase.
ROAS More Than Doubled
Blended ROAS moved from 1.4x to 3.6x. Creative testing framework found three angles that scaled independently of organic virality.