Sam Baking High

Sam Baking High Case Study

+86% YoY Growth & 8.6x MER

Key Results

✅ +86% YoY revenue growth

✅ Record-breaking month in February (highest monthly revenue in 9.5 years)

✅ 8.6x MER maintained while scaling

✅ Meta Ads ROAS improved from 4.08 to 5.04 (9-month average)

✅ Google Ads achieved 12.33 ROAS during the early rollout phase

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The Challenge

Sam Baking High had built a strong reputation and loyal customer base, but growth was beginning to slow.

As advertising costs increased and competition intensified, maintaining profitable growth became more challenging. The business needed a strategy that could drive stronger performance without sacrificing efficiency.

Key challenges included:

• Declining advertising performance over time

• Difficulty scaling campaigns while maintaining profitability

• Heavy reliance on seasonal spikes to drive growth

• Limited systems for sustainable, year-round customer acquisition

The goal was not simply to increase sales, but to create a more scalable and predictable growth engine.

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What We Did

To unlock the next stage of growth, we focused on both strategic planning and performance execution across Meta and Google Ads.

Key initiatives included:

• Restructuring advertising campaigns to improve signal quality and account scalability

• Developing conversion-focused creative strategies aligned with customer buying intent

• Continuously testing and optimising creatives to combat ad fatigue

• Identifying and scaling best-selling products and high-performing offers

• Building a repeatable seasonal campaign framework across key periods including Valentine's Day, Mother's Day, Easter and other major occasions

• Leveraging service-driven messaging such as next-day delivery, gifting occasions and celebration-focused hooks

• Improving budget allocation across channels based on profitability and performance trends

Rather than relying on short-term wins, the focus was on creating sustainable and repeatable growth.

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The Outcome

The result was one of the strongest performance periods in the brand's history.

Through a combination of creative strategy, paid media optimisation and seasonal campaign planning, Sam Baking High achieved significant growth while maintaining strong advertising efficiency.

Most importantly, the business moved beyond relying solely on seasonal spikes and developed a more predictable direct-to-consumer growth system capable of supporting long-term scale.

The result was not just higher sales, but a stronger foundation for future growth.