Delicatessen Products – Meta Ads

Background

E-commerce brand selling premium delicatessen products, with a core focus on cheeses, followed by cured meats, wines and complementary gourmet products. Assortment included Italian, French, Spanish and Swiss cheeses, many of them hand-cut and prepared on-site.

Before scaling:

• monthly ad spend was around $1,000
  
• paid acquisition was active but underutilized
  

Strategy

The Meta Ads setup focused on content-driven acquisition and catalog sales.

The objective was to scale revenue while maintaining a structure that matched how the brand already operated.

Content & Creatives

• On-site content production (external team)
  
• Additional in-house content from the client
  
• Strong focus on short-form video:
  
  • 8–20 second clips
    
  • cheese cutting, close-ups, texture
    
  • team preparing products on-site
    

Ad formats used:

• Product catalog ads
  
• Short-form video ads
  
• Static image ads
  

Approximately 75% of total sales came from catalog-based ads.

Campaign Structure

Prospecting (≈ 80% of total budget):

• Advantage+ Shopping Campaigns (ASC)
  
• Catalog ads segmented at most by:
  
  • cheeses
    
  • cured meats
    
• Broad targeting with age restriction 25+
  
• Campaign Budget Optimization (CBO)
  

Typical structure:

• 3–4 ad sets per campaign
  
• one broad ad set
  
• additional ad sets with interests such as:
  
  • food lovers
    
  • cheese & delicatessen
    
  • premium lifestyle
    
  • frequent travelers
    

Remarketing (≈ 20% of budget):

• Ad Set Budget Optimization (ABO)
  

Audiences used:

• past customers (store database + pixel, updated monthly)
  
• View Content / Add to Cart (7 days)
  
• Page View (180 days)
  
• Facebook & Instagram profile visitors (365 days)
  
• Top 10% Time Spent on Page
  
• Page View Frequency > 3 within recent short time windows
  

These audiences were tested in parallel and rotated within remarketing campaigns.

Scaling

• Starting budget: ~$1,000/month
  
• Gradual scaling over time
  
• Peak spend reached ~$7,000/month
  
• Structure remained consistent during scaling
  

Results

• Ad spend: $60,507
  
• Revenue: $301,177
  
• ROAS: 4.97x
  
• Period: 12-month Meta Ads project
  

Takeaway

This case shows long-term Meta Ads scaling for a premium food e-commerce brand using catalog ads, short-form video, broad prospecting and structured remarketing — without overcomplicating campaign architecture.