Artisanal coffee is a product that requires education. Moving a consumer from first contact (e.g., a casual video about a roastery) straight to purchasing expensive coffee can be difficult. In 2023, the user „warming up” stage (MoFu) accounted for a mere approx. 5% total expenditures, while not generating measurable closing conversions.
Instead of simply “topping up” the budget for existing campaigns, we completely reorganized the account structure, building a tight, three-stage funnel (ToFu – MoFu – BoFu). We carried out an aggressive scaling of investment outlays — The advertising budget on Meta Ads increased by more than 180% year over year. At the same time, we significantly tightened up our analytics (signals from GA4 and CAPI), which allowed Meta's algorithms to better map customer journeys.
