How we turned a Meta account stuck at under $100K/month in spend into a creator-led acquisition engine - scaling spend nearly 10x in three months and taking monthly conv. value from $281,000 to $2.07M while keeping blended ROAS above 2.2x.
Oney.Studio · Performance MarketingA direct-to-consumer brand selling sauces, seasonings and flavor bundles - an impulse-friendly, repeat-purchase category with a loyal core audience and a strong product-market fit. Meta was already the primary acquisition channel, spending roughly $150K-$220K a month in early spring.
Every attempt to push budget past ~$150K/month broke efficiency, so spend was being cut back instead - down to $95K by May. The account ran on a handful of whitelisted creator campaigns and a long tail of overlapping prospecting ad sets. Too few creative angles, too much reliance on a single face, and no system for finding the next winner before the current one fatigued.
Scale on Meta is a creative-supply problem before it's a budget problem. Every step aimed at feeding the algorithm more proven angles, faster - then letting broad targeting do the rest.
Rebuilt top-of-funnel around an ABO structure where every creator gets their own broad ad set and a fixed test budget. Each creator's content is judged on its own purchase data instead of competing for delivery inside a shared CBO - so we know exactly which voices sell, and which don't, within days.
45 → 150+ creator ad setsRemoved interest stacks and overlapping audiences: U.S., all genders, 18-65+, excluding 30-day purchasers. Instead of telling Meta who to reach, the creator and the hook do the audience selection - grilling content finds grillers, meal-prep content finds meal-preppers.
Audience overlap eliminatedKept running the brand's strongest partner content as whitelisted ads from the creator's own handle, and built a clear graduation path: ads that beat the ROAS threshold in their creator ad set get promoted into a dedicated Scale campaign with higher budgets, while fatigued ads are rotated out on a fixed cadence.
Winners scaled, losers cut fastLayered in a steady stream of static image ads built around bundles and flavor variety. Cheap to produce, quick to iterate, and consistently profitable - they gave the account a reliable efficiency floor while creator tests absorbed the risk of scaling.
AOV up via bundlesFood is sold by the moment someone takes a bite. The creative system mixed native creator content - cooking, reacting, recommending - with clean static offers that close the sale for people already sold on the flavor.
The creator engine went live in July. Within two months the account was spending nearly 10x its May budget, and still returning more than $2 for every $1 on Meta alone.
Conv. value snapshot (Meta-attributed website purchases): May 2026 ($281K / 6,418 purchases, $95K spend) - Jun 2026 ($356K / 8,131, $154K spend) - Jul 2026 ($1.55M / 34,839, $509K spend, 3.1x ROAS) - Aug 2026 ($2.07M / 48,879, $910K spend, 2.3x ROAS). Sep 2026 held at $1.76M on $949K spend.
By September, creator ad sets carried more than 80% of spend across 150+ individual tests - the account was no longer dependent on any single face or ad.
CPMs rose from ~$8 to ~$13 as spend grew 10x, yet blended ROAS stayed above 2.2x through August - growth came from new creative, not from squeezing the same audience harder.
The creator-per-ad-set structure, winners pipeline and static baseline mean the next stage of scale is an operations question - more creators, faster testing - not a rebuild.
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