- GROOBOX BY GROOBARBS - PAID MEDIA
From broken baseline to 85% growth
A fresh farm-grown veg box delivery business managing their own ads in-house - until campaign performance collapsed and they needed someone to fix it fast.
GOOGLE ADS
CREATIVE TESTING
AUDIENCE STRATEGY
FUNNEL ARCHITECTURE
META ADS
85%+
Increase in website
purchases on Meta
4.28%
Google ROAS
achieved
39%
Reduction in
Meta CPA
49%
Google conversion
growth
CLIENT
Groobarbs
SECTOR
eCommerce - fresh farm-grown veg box delivery
SERVICES
Meta Ads, Google Ads, audience strategy, creative
TIMELINE
Results within 3 months of taking over
THE CHALLENGE
Campaigns that were actively costing the business money.
Groobox wasn't starting from zero - they were starting from a position that was worse than zero. The existing setup was structurally broken.
What we inhereted when we took over
•Meta targeting the entire UK for a Cheshire-only delivery business
• No audience signals - no purchaser lists, ATC data, or email audiences in-platform
• 7 fragmented ad sets with overlapping audiences and no clear funnel structure
• Weak creative pool - limited variety, no conversion-focused CTAs
• Landing pages not aligned to ad intent - high drop-off post-click
• Google ROAS and conversion volume both below sustainable targets
Groobox by Groobarbs delivers fresh, farm-grown fruit and vegetables directly to homes across Cheshire. It's a strong product with a genuine story behind it - but when they came to Ducie, their paid media wasn't telling that story to the right people. Performance had been declining rapidly and the business had become reliant on advertising revenue that was no longer generating a return.
The Meta account was the most urgent problem. Campaigns were serving ads to the wrong geography - targeting the whole of the UK for a business operating exclusively in Cheshire. Budget was being burned on audiences with zero chance of converting. The campaign structure had fragmented over time into multiple overlapping ad sets with no coherent logic, audience signals were absent, and the creative pool lacked the variety and focus needed to stop the scroll and drive purchase intent.
Google Ads was underperforming relative to spend - conversions were below target and cost per acquisition was too high to sustain the economics of a subscription-led delivery business.
WHAT WE DID
A full rebuild on both channels. Simultaneously.
There was no quick fix available. The structural problems on both Meta and Google required a ground-up rebuild - not optimisation on top of a broken foundation.
What we rebuilt
Corrected location targeting to Cheshire delivery area only
Loaded purchaser lists, ATC, and email subscribers as audience signals
Consolidated 7 ad sets into a clean TOFU / MOFU / BOFU structure
Built a conversion-focused creative pool with variety and clear CTAs
Aligned landing pages to ad intent to reduce post-click drop-off
Introduced first-party data strategy for ongoing audience refresh
The starting point on Meta was fixing what was fundamentally wrong before doing anything else. Location targeting was corrected immediately - all budget redirected to the actual delivery geography. We rebuilt the audience architecture from scratch, loading purchaser lists, add-to-cart data, and email subscribers to give the algorithm the signals it needed to find the right people, rather than guessing.
The fragmented ad set structure was consolidated into a clean, logical campaign architecture with a proper TOFU, MOFU, and BOFU budget split - prospecting, retargeting, and conversion campaigns each doing a distinct job in the funnel rather than all competing for the same audiences. A new creative pool was built with conversion-focused CTAs, and landing pages were reviewed and aligned to ad intent so the post-click experience matched the promise of the ad.
META ADS
• The audience signal rebuild was the single highest-impact action: Without purchaser data, ATC audiences, and email lists loaded into Meta, the algorithm had no reference point for who to find. Once those signals were in place, CPA dropped immediately - the platform had something to optimise against rather than casting blind.
On Google, we reviewed campaign structure, keyword targeting, and bidding strategy alongside the overall account health. The Veg Box campaign was rebuilt to hit an ambitious target CPA of around consistently - a level that made the economics of the subscription model work. Conversion tracking was verified and cleaned up to ensure every optimisation signal was accurate.
GOOGLE ADS
What we optimised
Rebuilt Veg Box campaign with ambitious target CPA
Reviewed keyword strategy and match types for efficiency
Cleaned and verified conversion tracking across both campaigns
Adjusted bidding strategy to maximise conversion volume at target CPA
Improved ad copy to better reflect product quality and farm story
Monitored search term reports to eliminate wasted spend
THE RESULTS
Both channels performing. Within three months.
The before and after across both Meta and Google tells a straightforward story about what happens when a broken foundation is fixed properly.
On Meta, website purchases nearly doubled over the same 90-day period. The core sales campaign CPA fell by 39% - a reduction that fundamentally changed the unit economics of the channel.
On Google, conversions increased by 49-110% across both campaigns despite no increase in spend, with the Veg Box campaign hitting its target CPA consistently. Google ROAS reached 4.28x - a sustainable level that justified continued investment in the channel.
85%+
Purchase growth on
Meta in 90 days
49%
Google conversion growth with no extra spend
4.28%
Google ROAS
achieved
39%
Reduction in
Meta CPA
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