Adding $2M+ in incremental monthly Meta-attributed ad revenue.
Case Study: FEED Projects
Summary:
Despite months of seasoned performance creative, FEED Projects was seeing diminishing returns from a six-figure Meta ads budget and declining conversion rates site-wide.
Hallie engineered a CRO framework to identify friction across the customer journey and develop a low-cost testing framework to refresh creative, improve conversion efficiency, and fix wasted ad spend.
Outcomes:
$2M+
Incremental Monthly Recurring Revenue
+250%
Increase in return on ad spend
+70%
Increase in site-wide CVR
Services:
Paid Media
Conversion Rate Optimization
Organic Search/SEO
Diminishing ad returns heading into Black Friday.
FEED Projects is a sustainable women's lifestyle brand known for its simple, functional, purposeful bags that give back back: Helping to end childhood hunger by donating a portion of every purchase to Feeding America.
With a goal to improve Meta-attributed conversion rates before the holiday shopping season, Hallie engineered a data-driven CRO framework to rebuild the brand’s acquisition strategy, synthesizing heat-map insights, organic search trends, and performance data.
Integrated analysis revealed a macro-level market mis-alignment, not a Meta ads issue.
Once‑loved products were being overlooked simply because of a shift in consumer search behavior.
The drop in organic search volume impacted negative site-wide performance—less impactful organic reach means less effective look-a-like audiences for Meta.
Success Framework
Creative re-positioning
Shifted category- and product-level brand positioning to preserve premium pricing but be more in-line with organic search trends.
Concept A/B testing
Rapidly deployed low-cost A/B test messaging tweaks across broad audiences us to maximize learnings in real-timewith minimal upfront investment.
Full-funnel optimization
Reaching statistical significance within 48 hours, we applied winning creative concepts across all digital touch points.
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Too often, brands treat the symptoms (like swapping ads or tweaking creative) without addressing the real issue, which is often a market mis-misalignment.
Get in touch & we can talk about your goals.