Success Story: Meta Ads

The $2M Turnaround

In the dynamic world of e-commerce, pinpointing the actual barriers to growth is critical.

Too often, brands treat the symptoms—swapping ads, tweaking creative—instead of tackling the root cause. That’s exactly what happened with FEED Projects in 2023, a thriving women’s lifestyle brand facing rising bounce rates, escalating CAC, and puzzling conversion patterns as BFCM approached.

Here’s how the Rapid Growth Project methodology uncovered the real issue—and unlocked a 70% lift in conversion rates and a 250% increase in incremental ROAS, right before peak season.

The Project

FEED Projects is a mission-driven lifestyle brand beloved for its purposeful products and modern aesthetic.

As BFCM 2023 approached, they faced a worrying trend: rising bounce rates, growing CAC, and conversion rates that didn’t make sense. Their hero “work bag” had been a bestseller for years—but post-COVID, the search and sales patterns told a different story. With peak season looming, the stakes were high: either fix the disconnect or risk missing their biggest revenue window of the year.

The Insights

What looked like a Meta ads problem was really a market alignment problem.

Using the Rapid Growth Framework, I dug into organic search data, heatmap analyses, and customer cohort behavior. The pattern was clear: post-COVID, consumer sentiment had shifted—shoppers were no longer searching for “work bags.” FEED’s product naming and messaging had become too narrow for the broader needs of their audience. The result? Great products were being overlooked, simply because the language no longer matched how customers thought, searched, and shopped.

The Execution

We repositioned the hero product as a versatile “everyday tote,” widening its appeal without losing brand integrity.

We tested new creative—fresh copy and cohesive landing page experiences—built around this broader positioning. We ran rapid, low-budget campaigns to validate messaging, targeting broad audiences for quick readouts—and we iterated in real time, doubling down on what resonated and killing what didn’t.

The Results

This “Quick Fix” approach let us test and prove a major pivot in 2 days, not 2 weeks.

  • +250% ROAS within days

  • $2M in additional monthly revenue ahead of BFCM

  • 70% CVR lift in 48 hours

  • Reclaimed momentum going into peak season with a message that matched the market

This wasn’t just a win for one campaign—it was proof that diagnosing the real problem, not the obvious one, is the fastest path to profitable growth.

Get in touch.

Whether your ad spend isn’t delivering, you’re not sure which channels to prioritize, or you’re ready to scale with precision, I can help you turn your marketing investment into lower CAC, stronger retention, and profitable, repeatable growth.

About Hallie

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    "Hallie's ability to get inside the mind of a customer is one of several marketing superpowers that make her such a force. Her creativity flat out moves the needle for brands."

    - Steven G, SVP of Growth

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