MyFoods is a Bulgarian functional food brand with a diverse product portfolio, including natural sweeteners, collagen supplements, and targeted wellness solutions.
Before our partnership began, their ad activity relied heavily on isolated boosted posts. The ad account lacked a structured performance architecture that accounted for the different product lines or allowed budget optimization based on real ROAS.
Our objective was to transition from ad-hoc promotions to a scalable, revenue-driven Meta Ads conversion strategy.
The Challenge
Prior to our engagement, the ad account primarily contained boosted post campaigns, many optimized for low-intent traffic or link clicks.
This structure caused critical performance complications:
- No Audience Segmentation: Product lines lacked dedicated campaign structures and tailored audience targeting.
- Inefficient Budget Allocation: Spend could not be dynamically reallocated toward high-performing SKUs or campaigns.
- Misaligned Messaging: Creative messaging failed to address the specific pain points each product solved.
- Low Direct-to-Consumer (DTC) Sales: The e-commerce store recorded just 10 orders in October, 6 in November, and 5 in December.
Our goal was to build a structured account architecture built for real-time optimization and profitable scaling.
Our Strategy & Execution
Our initial campaign launched in late December as a short seasonal test prior to rolling out the full strategy in January.
1. Structured Sales Campaigns
We segmented the core product lines into dedicated Sales objective campaigns (Conversion campaigns). This allowed each product line to optimize based on its own purchase data rather than relying on one-size-fits-all ad copy.
2. Need-Based Angle Testing
We developed distinct messaging angles tailored to specific consumer pain points – daily wellness, post-workout recovery, digestive health, or convenient daily nutrition.
3. Full-Funnel Launch Strategy for New Products
When launching a new product line, we avoided jumping straight to bottom-of-funnel (BOFU) conversion ads. Instead, we ran top-of-funnel (TOFU) Video Views campaigns to build product awareness, generating 38,454 ThruPlay video views. We then retargeted these high-intent viewers with direct, conversion-focused Sales ads.
4. Account Scaling & Budget Optimization
As purchase data accumulated, we systematically scaled ad budgets, shifting capital toward winning product lines with proven growth potential.
Results
The change was noticeable within the very first full month of our collaboration. As early as January, the online store registered a 225% growth in orders and a 92% increase in turnover compared to the monthly average before we started.
It is worth noting that this growth began before the new products were integrated into the advertising strategy.
Over the following months, we continued to scale the campaigns and expand our advertising reach. The strongest performance came in April, when both orders and turnover peaked for the period under review.
This success did not rely on a single offer. Instead, multiple product categories ran simultaneously, allowing growth to be distributed across a broader portion of the portfolio.
For the period of January – June 2026, average monthly results remained substantially above the baseline levels prior to our collaboration.
This positive trend sustained itself even after the peak month, with results through the end of the analyzed period staying well above the initial benchmark.
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Conclusion
Our work with MyFoods highlights the importance of aligning performance marketing architecture with business logic.
By replacing isolated boosted posts with dedicated Sales campaigns, testing need-based messaging angles, and scaling spend against reliable performance data, we turned an underperforming ad account into a predictable revenue driver.
Within six months, we delivered nearly 6x higher average monthly orders and over 3x average monthly revenue compared to the pre-launch baseline.
Results
What we achieved?
Kristina Doynova
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