Maximising Website Purchases for Impulse Coffees via Meta Ads
Whopping 50.92x Return on Ad Spends on product launch day
CLIENT BRIEF
Impulse Coffees, founded by influencer Sarah Sarosh, is a premium instant coffee brand known for its unique flavours. Despite a strong online presence, the brand hadn’t tapped into performance marketing to boost sales or expand its customer base. With standout USPs like freeze-dried coffee, USDA-certified flavouring, and high-quality beans from Chikmagalur, the brand struggled to reach passionate coffee enthusiasts.
Relying on organic growth and influencer strategies, these features weren’t resonating with the right audience. Our goal was to implement a performance marketing strategy to effectively communicate these USPs, attract a broader audience, and drive sales.
DELIVERABLES
To help Impulse Coffees reach a broader audience and convert viewers into customers we focused on a comprehensive performance marketing strategy that included three key components: SEO, Content Creation, and PPC advertising.
- We also brought in Search Engine Strategists from our Search Engine Optimisation (SEO) team to improve Impulse Coffees’ online presence and help them reach their target audience.
- For social media content strategy our team of creative experts co-ordinated with Impulse Coffee’s social media team and brainstormed ideas together. We did a thorough audit of the competitors in the market and pitched reel, carousel and static designs.
- For Performance Marketing campaigns, we engaged our performance marketing team which included meta and google ad experts.
STRATEGY
Performance Marketing
- For Impulse Coffees, we played a key role in boosting their ROAS (Return on Ad Spend) by implementing targeted Ad strategies across the top, middle, and bottom of the funnel on the Meta ad platform. Our strategy also included creating custom audience sets to target users from a varied interest profile.
- We collaborated closely with the client to design ad creatives tailored for each stage of the funnel, ensuring maximum engagement and conversion.
- We also set up Google Ad campaigns, focusing on both Shopping and Search ads. These campaigns were designed to capture high-intent customers actively searching for premium instant coffee and related products.
SEO
For SEO, we executed a three-pronged approach:
On-Page SEO: We optimised product content, revamped the existing product content, integrated targeted keywords, and created blogs to enhance organic search visibility.
Technical SEO: We improved website speed, resolved search console errors, and created new pages and buttons for product launches.
Off-Page SEO: We focused on building quality backlinks from relevant blogs of other brands to strengthen the Impulse Coffees’ online authority and drive more traffic.
Social Media Marketing
For organic content, we collaborated with the Impulse Coffee’s team to develop ideas that effectively showcased their brand’s USPs. This included scripting Instagram reels such as “Why We Make Unique Coffee Flavours” and “Guess the Flavour” to captivate & engage their existing audience. We also implemented new edit styles for new product launch teasers.
PERFORMANCE
- Over the first three months of taking over, we achieved a ROAS (Return on Ad Spend) of 4.5x as compared to their earlier ROAS of 2.5x. Campaigns run for a new product launch saw a whopping ROAS of 50.92x on day one.
- Our SEO efforts helped Impulse Coffees increase their website speed and improve organic traffic. We also were able to increase the total orders number to 850.
- Our Google Ads initiatives helped Impulse Coffees increase conversion rates to a 6x ROAS.