Project overview
A leading UK meal prep delivery provider operating in an ultra-competitive niche faced a major challenge. Their PPC accounts had been left stagnant by a previous agency that lacked ambition and failed to deliver incremental gains. With January’s seasonal surge fading fast, they needed a partner who could reinvigorate performance and drive consistent growth.
From February to June 2025, our team rebuilt and scaled their PPC strategy. By launching new campaigns, optimising spend across branded and generic terms, and testing video and Demand Gen for awareness, we transformed a struggling account into a high-performing growth engine.
The results speak for themselves: revenue surged by 43% year-on-year, conversions rose by 50%, and the provider regained a competitive edge in the crowded meal prep delivery space.
Scope of work
We started by stabilising the account and optimising core branded and generic campaigns to restore efficiency and build a reliable foundation. Once performance was steady, we executed a multi-layered growth strategy designed to capture demand at every stage of the funnel:
- Branded & Generic Campaign Optimisation
We restructured keyword targeting, refined match types, and implemented negative keywords to cut wasted spend. Branded campaigns were streamlined for efficiency, while generic campaigns were expanded with high-intent, conversion-focused terms to capture new audiences. - Competitor Targeting
Direct campaigns were launched against key rivals in the meal prep delivery market. By leveraging tailored ad copy, aggressive bidding strategies, and dynamic offers, we positioned our client as the smarter, more valuable alternative in a crowded marketplace. - Demand Gen & Video Campaigns
To extend reach beyond immediate intent, we launched upper-funnel awareness activity through video and demand generation campaigns. These were optimised for cost-efficient impressions and engagement, ensuring the brand built visibility with fitness-focused, time-poor professionals before they were actively in-market. - Conversion-Focused Optimisation
Every stage of the user journey was enhanced, from ad messaging through to landing page performance. We tested headline structures, offers, and CTAs, while also refining bid strategies using automated bidding for scale and manual controls for precision. - Seasonality Adjustments & Offer Strategy
Recognising the surge in January and subsequent tapering, we introduced tactical adjustments to maximise budget efficiency throughout the cycle. We supported tiered introductory offers with ad copy variations and targeted placements designed to convert trial customers into repeat buyers.
This layered approach, combining awareness, consideration, and conversion strategies, transformed PPC performance. It balanced immediate revenue growth with long-term account scalability, ensuring the brand could compete aggressively while maintaining efficiency.
