Fewer ads, four creative angles, and spend that tripled without losing its return.

The problem

Saltmere was running 74 ad sets across Meta and TikTok. Most were small tests that never got enough budget to prove anything, and the few that worked were starved by the rest. Return on ad spend had sat at 3.1x for a year, and every attempt to spend more pushed it lower.

What we did

In the first two weeks we switched off 60% of the ad sets and moved their budget to the campaigns that were already profitable. Then we rebuilt the account around four creative angles: the ingredient story, the before and after, the founder, and real customers filming their routine.

Each angle got its own budget and a weekly round of new hooks. Losing ads were cut on Friday, winners were scaled on Monday, and nothing was touched in between.

Measuring what counts

We tracked blended return from Saltmere’s own store data, not the platform dashboards. That kept the team honest when Meta claimed more sales than were actually shipped.

The result

Twelve months later, monthly spend has tripled and blended return is 4.4x. The account is simpler to run, and new products launch into angles that already work instead of starting from zero.