Case study
A full-funnel Meta rebuild turned inconsistent, retargeting-heavy campaigns into steady month-on-month growth, doubling ROAS in six months.
The challenge
Hakuna Pets makes design-led pet doors and accessories with strong demand and a loyal customer base, but their Meta performance was inconsistent and hard to scale. Campaigns lacked a clear structure, leaning heavily on retargeting, which capped their ability to bring in new customers.
Despite a strong product, revenue growth was unstable. They needed a Meta approach built for predictable, repeatable results, not just chasing warm audiences.
Our approach
We rebuilt the funnel from the ground up: separate audience groups for top, middle, and bottom of funnel, each with its own message and creative. We moved to Advantage+ Sales Campaigns to let Meta's algorithm scale efficiently, and shifted over 80% of spend toward acquiring new customers rather than re-serving the same warm audiences.
Creative followed the same logic: TOF ads leaned on UGC and lifestyle content to educate and inspire, MOF tackled objections and highlighted ease of installation, and BOF used testimonials and reviews to close. Creative was rotated regularly to keep click-through rates and conversions from fading.
Results
From June to November, performance improved every single month. ROAS climbed from 2.81 to 5.79, MER improved from 5 to 6.9, and overall business revenue grew 66% over the period.
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