Health & wellness
Founded in late 2023, She Grows Veg is a fast-growing gardening and horticulture brand built around empowering everyday growers with expert knowledge, premium seeds, and easy-to-follow guidance. Known for its vibrant community, educational content, and commitment to helping people grow confidently at home, the brand blends personality with practicality - making gardening more accessible, enjoyable, and inspiring for thousands of customers.
She Grows Veg partnered with us in August after working with another agency that had placed a heavy focus on Google while neglecting Meta entirely. Despite strong demand, an engaged audience, and a highly differentiated brand voice, growth had stalled and new customer acquisition had flattened. Meta had become an untapped channel, with outdated structures, limited creative diversity, and no scalable paid strategy in place. From day one, our mission was clear: reignite growth by rebuilding Meta from the ground up, modernising the creative strategy, and turning a neglected channel into a profitable driver of new customers.
When we audited She Grows Veg’s account, it became immediately clear why growth had stalled. Meta activity was almost nonexistent, with minimal spend and no structured campaigns in place. Creative testing wasn’t happening at all - the entire paid strategy relied on reusing organic post IDs, meaning nothing was being purpose-built for conversion or acquisition. At the same time, Google was significantly overspending, with branded and non-branded campaigns overlapping and cannibalising each other, causing inflated CPAs and inefficient scaling.
Our first step was to reintroduce Meta as a core acquisition channel. We rebuilt the account from scratch, implementing a clean performance structure focused on conversions, not engagement or vanity metrics. We introduced a proper creative testing framework, began producing purpose-built assets designed for Meta’s auction, and shifted budget away from oversaturated Google campaigns into higher-return Meta activity. We also restructured Google itself - separating branded and non-branded search, tightening budgets, and eliminating overlap to restore efficiency.
By combining a modern creative-led Meta strategy with a more disciplined, data-backed Google structure, we repositioned She Grows Veg for sustainable growth and unlocked entirely new levels of performance across both platforms.
Our first priority was to transform Meta from a dormant channel into a high-performing acquisition engine. To do this, we built a structured creative testing system from the ground up - producing purpose-built ad creatives that highlighted the brand’s expertise, showcased product benefits, and leaned into the personality-driven content that already performed well organically. This gave us the foundation to rapidly test hooks, angles, and formats, identifying what truly resonated with new customers rather than relying on recycled organic posts.
Alongside this, we rebalanced budget allocation between Meta and Google. With Google previously overspending and branded and non-branded terms overlapping, we rebuilt the account to protect efficiency: branded search was scaled back and isolated, non-branded was tightened and optimised, and wasted spend was removed. This freed up budget to reinvest in Meta, allowing us to gather data quickly and scale winners without inflating overall acquisition costs.
By combining a revitalised creative strategy, a disciplined testing framework, and smarter cross-channel budget allocation, we rebuilt She Grows Veg’s performance engine — unlocking new customer reach, stabilising CPAs, and setting the brand up for sustained growth across both Meta and Google.
Our first priority was to transform Meta from a dormant channel into a high-performing acquisition engine. To do this, we built a structured creative testing system from the ground up - producing purpose-built ad creatives that highlighted the brand’s expertise, showcased product benefits, and leaned into the personality-driven content that already performed well organically. This gave us the foundation to rapidly test hooks, angles, and formats, identifying what truly resonated with new customers rather than relying on recycled organic posts.
Alongside this, we rebalanced budget allocation between Meta and Google. With Google previously overspending and branded and non-branded terms overlapping, we rebuilt the account to protect efficiency: branded search was scaled back and isolated, non-branded was tightened and optimised, and wasted spend was removed. This freed up budget to reinvest in Meta, allowing us to gather data quickly and scale winners without inflating overall acquisition costs.
By combining a revitalised creative strategy, a disciplined testing framework, and smarter cross-channel budget allocation, we rebuilt She Grows Veg’s performance engine — unlocking new customer reach, stabilising CPAs, and setting the brand up for sustained growth across both Meta and Google.
Ad spend profitably scaled by over 100% in the first 90 days, with blended ROAS also increasing at the same time. More volume, more efficiency.
