Building on Brewers Paid Social Growth

There paint no mountain high enough for Brewers Paid Social performance

By Daniel Quin, Paid Social Account Manager

Challenge

Brewers Paid Social campaigns have seen steady growth, with Kinase growing revenue year on year. We challenged ourselves to build on these foundations, rather than rest on the performance to date. From August 2024 we refreshed our strategy and devised new ways to make use of Meta’s growing feature set, with the final aim to drive further growth on the account with an increased ROAS. 

Solution

Within the old structure of the Ad Account, there was a new Meta campaign for each new type of activity, which led to a busier and fragmented Ads Manager. With this information, we first created two new master campaigns for Brewers Store Openings, one for Reach and one for Awareness.

This enabled us to better harness the Meta-algorithm and help exit the crucial but limiting learning phase quicker. 

We then moved on to improving conversion performance. We realised from our analysis that our older conversion campaigns were combining Brewers core audiences within separate Prospecting and Remarketing campaigns. With our new structure, we combined our Prospecting and Remarketing campaigns but separated them by the core audiences instead of by the campaign type, with the aim of boosting performance. 

Results

With a cleaner account structure and a different approach to our conversion activity, we saw improvements in our performance quarter over quarter and year over year.

As an example, when comparing Q3 to Q2 2024, we drove a 12% uplift in revenue, ultimately leading to an 82% rise in ROAS, finishing at 9.5 from 5.2.

We also saw efficiencies increase within the account, reflected in a 28% decrease in CPC and a 43% decrease in CPP. 

For Q3 year over year, the account saw a 44% increase in revenue and a 90% increase in ROAS, ending at 9.6 from 5. Efficiencies again increased, as our CPC and CPP fell by 38% and 55% respectively. 

Building on this, the opportunity for Brewers is clear - with an audience of potential customers waiting to be captivated by a Brewers paid social ad.

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