Unprofitable to Profitable – Taking a Patisserie to 3+ ROAS in 2 Months

Google Ads

Meta Ads

Our challenge

Cakes taste great, but are hard to sell on a website.

Think about it. When was the last time you bought a cake from a website?

The client’s challenge

The client’s challenge

  • Zinque is a patisserie local to the city of Mumbai, India.

  • They sell cakes & other pastry products on their website.

  • They use a van to deliver their cakes across the city every day.

  • More than 60% of their business was being driven from the outskirts of Mumbai. This made delivery expensive, time-consuming, and often led to angry customers. Talk about a lose-lose situation.

  • To add to it, they were losing money on every sale. Their ROAS was 2.5, and they needed to be at 3+.

ROAS Before

2.5×

Increase in Sales

Achieved within 2 months

3+×

Increase in Sales

Costly, inefficient deliveries

60%

Increase in Sales

Content

Fixing Google Ads
1: Structural changes to the campaigns

We knew that, after excluding the locations that were driving 60% of their website sales, we were going to see a hit. To soften the blow, we identified areas of improvement in campaign structures and bidding strategies. This is based on the data they had in the account and a technical know-how of Google’s algorithm and bidding system.

  • We paused all except two of the campaigns that were running in the account, and set up a fresh set of campaigns that would complement each other.

  • We changed the way we approached bidding.

We expected the first month of us running the account to be poor, given the shock we administered to the algorithm by excluding our top-selling locations and discarding 90+% of the campaigns in the account

2: Full-funnel fixes

We want to do our best to reduce friction in the customer’s journey. Right from targeting → ads → website → checkout, we audited and implemented changes to reduce friction across the board. This even included building out new landing pages on the website for specific campaigns.

A snippet of the hero section of a landing page we built for driving Google Ads traffic.

In the month of May, and thereafter, we started seeing performance hit the numbers they needed us to hit.

May ROAS

Zinque finally started making money on ads for the first time in over a year, within two months of us taking over the account. What’s more, it was from the locations that were cost-efficient and convenient for them - within Mumbai city.

June ROAS
July ROAS
Fixing Meta Ads

If Google was a problem, Meta was a bigger problem. It barely drove any revenue for them, and they stopped advertising on it altogether, multiple times.

Fixing Meta Ads

  • We decided almost immediately that we would not release creatives that just looked good; if it was not strategic, we wouldn’t do it. We had a reason behind releasing every piece of creative that we put out there.

  • As with Google Ads, we turned off all old campaigns - this time, leaving no campaign unpaused. We started fresh, and excluded locations in the outskirts of Mumbai.

Month 1
Month 2
Month 3

Zinque continues to work with us today, and we are currently focused on scaling their spend, profitably.