From zero to 7x ROAS in 18 months
We built Caspars' Meta Ads from the ground up — paired with content production that keeps converting.
Introduction
Caspars came to us with a new takeaway concept and no paid advertising in place. No Meta Ads setup. No content engine. No data on what was working. 18 months later, they're running at a 7x ROAS — with 3,024 paid orders driven at industry-low acquisition costs. Here's how we built it.
Content
THE CHALLENGE Caspars is an asian-inspired takeaway concept — bold flavors, strong execution, and real product-market fit. But the kitchen can only do so much. Without a digital engine driving orders, demand was being left on the table. No paid social. No structured content production. No clear data on what was working. Just a great product and the ambition to turn it into something bigger. The goal was to build a takeaway brand that doesn't wait for customers — it brings them in, predictably and at scale. THE APPROACH We built Caspars' full Meta Ads strategy from scratch. Account structure, content pipeline, scaling discipline — all designed to compound month over month. Phase 1 — Foundation We set up the Meta Ads account properly from day one. Conversion tracking, pixel implementation, audience architecture, campaign structure. The unsexy work that determines whether scaling later actually works. Phase 2 — Content production pipeline We built a continuous content engine — video and photo — specifically designed for paid social performance. Every ad creative was produced with one job: convert. Phase 3 — Test, learn, iterate We tested constantly. New hooks. New formats. New angles. Winners were scaled. Losers were killed. The iteration cycle never stopped. Phase 4 — Scale aggressively, intelligently Once we had proven winners, we scaled budgets in line with performance. Discipline over excitement. The numbers had to support every increase. The result: an account that grew faster the longer we ran it. WHAT MADE THE DIFFERENCE The same principles drove Caspars to industry-low acquisition costs — but the execution was tailored to their specific market and audience. 1. The right structure from day one. Conversion events, audiences, campaign architecture. Built correctly so it could scale without breaking. 2. Content as the growth lever. Continuous video and photo production — not generic brand content, but ad-ready creative built around what converts. 3. Iteration as a system, not an afterthought. Every week, new creative. Every month, new angles. The account never went stale. New tests always running. 4. Communicating the right message. We didn't just produce content — we engineered which message went to which audience at which moment. That's how cost per order stayed at 28 kr. 5. Performance-led scaling. Budgets only moved up when the data justified it. Caspars trusted the process. We delivered the numbers. THE RESULTS 18 months later, Caspars stands at: — 7.45x ROAS on Meta — 631k kr in tracked revenue — 3,024 orders generated — kr 28 cost per purchase For a takeaway concept in a competitive market, those numbers are exceptional. They're the result of disciplined paid strategy, ongoing creative iteration, and content that's built to convert — not just look good.
Let's Work together
"Mikkel and the team built our entire paid marketing from the ground up. The content is consistently strong, the results keep getting better, and we always feel like we're a priority — not just another account."
Xuan, Founder · Caspars
Want results like these? We take on new partnerships every month — no lock-ins, no long-term contracts. If you're ready to turn paid marketing into a real driver of revenue, let's talk.