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Paid Advertising

Rowan & Rye: Paid acquisition for a bakery subscription

A managed paid media programme built around subscriber value, connecting creative tests to landing pages and retention.

Sector
Food & Drink
Typical client
Artisan bakery selling weekly subscription boxes
Typical timeline
6-month programme
Typical team
1 strategist, 1 buyer, 1 designer
Paid social and search management with creative tests and acquisition cost
Subscription funnel from advert to repeat order with channel breakdown
Landing page built to match the paid campaign message

About this project

Subscription businesses can look unprofitable on the first order and very profitable after six months. Campaigns judged only on immediate sales may be stopped just when they are working.

This programme connects advertising to subscriber value. Creative tests are structured, landing pages match the advert that sent the visitor, and budgets follow long-term return.

Objectives

  • Lower the cost of acquiring a subscriber
  • Judge campaigns on subscriber value, not first orders
  • Match each landing page to its advert message

What’s delivered

  • Meta, Google Shopping and TikTok campaigns
  • Structured creative testing plan
  • Server-side conversion tracking
  • Campaign-specific landing pages
  • Weekly performance reporting

Target outcomes

-20%

target acquisition cost

4x

blended return target

70%

month 2 retention objective

+25%

target landing page conversion

Technology

  • Meta Ads
  • Google Ads
  • TikTok Ads
  • Shopify
  • GA4

Services involved

Have a similar challenge?

Book a free consultation. We’ll scope your project, pressure-test the plan and give you an honest estimate, with no commitment required.