Delicatessen Products – Meta + Google Ads

Background

E-commerce brand selling premium delicatessen products, with a core focus on cheeses, followed by cured meats, wines and complementary gourmet products. Assortment included Italian, French, Spanish and Swiss cheeses, many of them hand-cut and prepared on-site.

Before scaling:

monthly ad spend was around $1,000
paid acquisition was active but underutilized

Strategy

The Meta Ads setup focused on content-driven acquisition and catalog sales.

The objective was to scale revenue while maintaining a structure that matched how the brand already operated.

Content & Creatives

On-site content production (external team)
Additional in-house content from the client
UGC and creator content rotated into the feed
Static + video creatives mixed by performance, refreshed monthly
Meta Ads carried the bulk of the budget (around 80%) with Google Ads running search and Shopping in parallel on the remaining 20%

Campaign Structure

Prospecting (around 80% of total budget):

Advantage+ Shopping Campaigns (ASC)
Catalog ads segmented at most by:
- cheeses
- cured meats
Broad targeting with age restriction 25+
Campaign Budget Optimization (CBO)

Typical structure:

3-4 ad sets per campaign
one broad ad set
additional ad sets with interests such as:
- food lovers
- cheese & delicatessen
- premium lifestyle
- frequent travelers

Remarketing (around 20% of budget):

Ad Set Budget Optimization (ABO)

Audiences used:

past customers (store database + pixel, updated monthly)
View Content / Add to Cart (7 days)
Page View (180 days)
Facebook & Instagram profile visitors (365 days)
Top 10% Time Spent on Page
Page View Frequency > 3 within recent short time windows

These audiences were tested in parallel and rotated within remarketing campaigns.

Google Ads alongside Meta: a smaller parallel spend (~$20k of the $100k total) running Search and Shopping campaigns on the most profitable cheese categories – branded queries and high-margin product searches. Google Ads ROAS landed at ~5x, slightly above the blended account.

Scaling

Starting budget: ~$1,000/month
Gradual scaling over time
Peak combined spend reached ~$8,000/month (Meta + Google)
Structure remained consistent during scaling

Results

Ad spend: ~$100,000 total (~$80k Meta, ~$20k Google)
Revenue: ~$497,000
Blended ROAS: 4.97x (Google ROAS ~5x on its smaller share of spend)
Period: 12-month Meta + Google Ads campaign window

Takeaway

This case shows long-term Meta + Google Ads scaling for a premium food e-commerce brand using catalog ads, short-form video, broad prospecting, and structured remarketing – without overcomplicating campaign architecture. Google Ads added on a fraction of Meta’s budget delivered above-average ROAS by focusing on branded and high-margin searches.

Project info

Talk With Expert

+1 (508) 388-5914

Email us

phil@philgrabowski.com

Is Your Business Ready for the Digital Leap?

Partner with Finovia and watch your online success soar. Get in touch today!