Driving ROAS and Growth for a Craft Brewer via Paid Social
Since 2023, our paid social strategy for a leading craft brewer has focused on two priorities: increasing ecommerce sales efficiency and expanding brand reach to grow market share.
Overview
By tailoring campaigns to platform behaviours, creative performance, and audience insights, we have driven significant improvements on ROAS while opening up new growth across both core and mainstream beer audiences. This has resulted in the client increasing spend year on year, as well as an incremental, separate budget for video-led branding activity.
As a specialised brewer leading the gluten-free beer market in Australia, tracking overall market share proved challenging. Therefore, the client sought a more focused and simplified measurement of success.
Search
- One campaign month in 2025 delivered nearly three times the sales value compared to the same period in 2024.
- We consistently hit or exceeded efficiency benchmarks while increasing total transaction volume over time.
- The campaign reached a ROAS of 7.14, the second-highest of the year.
- Lower-performing SKUs (e.g. a seasonal beer) were quickly identified and deprioritised, maintaining overall efficiency.
Campaign, Creative & Audience Optimisations
- Traffic and engagement campaigns run alongside conversion focused campaigns to build upper-funnel metrics and help grow audiences. These campaigns generated link CTRs well above benchmark, and average CPCs remained below benchmark, making them cost-effective feeders for retargeting pools. This led to a 20% increase in retargeting pool size, laying the foundation for conversion campaigns that greater scale.
- Broader demographic insights helped us diversify messaging across age brackets and device types while retaining the core product positioning.
- Lookalike audiences of past purchasers consistently outperformed in delivering ROAs, with budget up-weighted to this ad set accordingly. Custom audience segments and retargeting contributed to a diversified and resilient targeting pool.
- Static ads have been the most impactful at driving ROAs, while creative message tests identified the free shipping offer as a standout, delivering a ROAS of 17.47. These sorts of learnings are regularly fed back to the client to inform future ad development.
Agency Impact
Our team led every aspect of the paid social program, including:
- Channel strategy and media planning across Meta platforms.
- Audience design using first-party data, lookalikes, and retargeting segments.
- Creative testing and refinement, from static image variants and short-form videos to GIFs and multi-product carousels.
- Performance testing and monitoring, allowing us to reallocate budget by ROAS and campaign phase, maximising value throughout the campaign.
