1. Starting Point
When Culinary Teas approached us, they had an amazing product and a loyal niche audience.
But they were struggling to enter the paid ads channel.
Mohammed Merchant (face of the culinary tea brand) told us: "I was always considering running [meta] ads but never really knew how to.".
2. The Challenge
Like many D2C brands in the coffee & tea space, Culinary Teas had tested different channels for new customers (Instagram, TikTok, Facebook) in the past but results were inconsistent and quite bad.
They build a consistent customer flow through Google but other than that relied on repeat purchases of their customer base.
In their first test with social ads their content lacked ad-structure, their funnel had weak retargeting, and their campaigns didn’t match their product’s premium positioning.
Afterwards Mohammed told us: "In the beginning we were skeptical but after those first weeks there was that breakthrough of like, okay, this is the real deal. This actually works.".
3. The Strategy
Step 1: Rebuilding the Offer Structure
We reviewed their bestselling products, mapped their margins, and created an offer specifically designed for a social campaign funnel.
Step 2: Funnel Blueprint & Ad Architecture
We built a 3-phase funnel: Awareness (Ad Creatives), Persuasion (Landing Page), Conversion (Great Offer) — with customised copy to work for social advertisement.
Step 3: Content Creation that Converts
Instead of traditional product videos, we used short-form UGC-style and product-feeling-first content. We shot 5 variations optimised for organic performance paired with CTR (Click Through Rate).
Step 4: Smart Budgeting & Learning Phase Tactics
We started small, used controlled testing to identify winners, and scaled only what worked.
We already reached a 5.9 ROAS after those 4 steps.
Step 5: Retargeting That Actually Sells
Most brands throw money at "abandoned cart" ads. We built a real retargeting narrative with story-based creatives and email flow sequences to boost Return On Ad Spend (ROAS) even higher.
4. Result
Over the course of a 3-month collaboration, we helped the Culinary Teas team to build and launch a Meta Ads funnel that not only scaled… it returned a 5.9x ROAS ($1 in $5.9 out) on the first purchase!
Customer Quote:
When asked for a final quote after the collaboration, Mohammed said: "I would say if the YourCoffeeDude team approaches you, you better answer!".
We couldn't have asked for a better endorsement than that.
