The Brand

Moustache Milk & Cookie Bar is a New Zealand-based company founded by Deanna Yang in 2012 when she was 21 years old. The business concept originated from Yang's childhood dream of owning a cookie shop, which she had written on her bucket list at the age of 8

Our Challenge:

Moustache wanted to scale Meta Ads profitably while improving new customer acquisition efficiency. The website was not optimised for conversions, and the brand faced challenges with customer flow. They also wanted to test Google Ads for the first time and explore new customer acquisition opportunities that targeted a completely different customer avatar.

Key Strategies & Execution

Meta Ads & Email:

• Built a profitable scaling plan and tested a variety of creative formats to understand which worked best for different segments of the audience.

• Integrated Klaviyo’s data for better personalization and remarketing, ensuring ads were tailored to the behavior of individual customers.

• Used Dynamic Product Ads (DPA) to focus on remarketing, highlighting high-intent products and new releases to customers who had interacted with the brand but hadn’t yet purchased.

Google Ads:

The Strategy:

1. Non-branded keywords were targeted instead of focusing solely on branded terms. These keywords, while not directly associated with the brand name, were highly relevant to the products being sold. This strategy helped access a broader audience, reaching individuals who were searching for similar products but were unaware of the brand. Non-branded keywords accounted for 40% of total sales, which contributed significantly to the campaign’s success.

2. Insights revealed a growing market of expats seeking to send gifts to family and friends. Cookies were identified as a unique gift option. The decision was made to target individuals who wanted to send cookies as gifts for special occasions, such as birthdays or holidays.

3. Geographical targeting was used to focus on regions with high concentrations of expats, such as Australia, the UK, and the US. This ensured that the campaign reached individuals most likely to want to send cookies as gifts, improving relevance.

4. The ad messaging emphasized personalization and emotional connection. The focus was on the idea of sending a thoughtful, meaningful gift, with messages like “Send a taste of home with freshly baked cookies” and “Perfect gift for birthdays and holidays.”

Execution and Adjustments:

1. Non-branded keywords were carefully selected based on relevant search queries. Strategic bidding was implemented to maintain the campaign within budget while allowing for scalability.

2. The landing page was optimized to align with the ad messaging. It focused on the emotional appeal of cookies as gifts and included clear calls to action, such as “Send a Cookie Gift Today,” to encourage conversions. The user experience was streamlined to facilitate an easy purchase process.

3. A/B testing was conducted throughout the campaign to determine the most effective ads and landing page elements. Different product images, headlines, and CTAs were tested to identify the combination that yielded the best results.

Results:

• Non-branded keywords contributed significantly to total sales (40%), demonstrating the effectiveness of reaching new audiences beyond branded terms.

• By focusing on expats and the gifting market, the campaign was able to target a group with high intent, keeping customer acquisition costs efficient while driving strong results.

• The campaign successfully attracted first-time buyers, with opportunities to re-target them for future offers, establishing a foundation for repeat business.

Why It Worked:

• Shifting focus from branded to non-branded keywords enabled the campaign to reach new customers, expanding the brand’s customer base effectively.

• By targeting expats seeking gifts, the campaign addressed a specific need, making the ads more relevant and increasing conversion rates.

• Real-time data analysis, A/B testing, and ongoing refinements ensured the campaign’s continuous improvement, maximizing performance and achieving optimal results.

  
  

Impact

• YoY Purchases Growth: 1,235 → 7,315 (+6,080 purchases, +492%)

• Conversion Value Growth: $37K → $273K (+$236K, +638%)

• ROAS on Meta Ads: 0.81x → 3.7x (+357% improvement)

• ROAS on Google Ads: 33.1x (NZ$2,557.91 spend → NZ$84,611.79 sales)

• Non-Branded Sales Contribution: 40% of total sales from non-branded Google Ads.

Client's Testimonial:

We needed a tailored approach to our paid ads strategy, and Osqa got it right from the start. They consistently refine our strategy to align with Moustache’s unique needs, setting us up for long-term success. Osqa has been fantastic—always available, straightforward, and mindful of our time. After just one month, our ROAS has seen a big boost, and we're excited for what’s ahead. Highly recommend Osqa for a skilled, easy-going digital team that’s serious about growth.