A variety of cookies, including chocolate chip, sprinkled, red velvet, powdered sugar, and chocolate drizzle, are stacked in a pyramid shape against a black background.

Bold white text on a black background reads LAST CRUMB, with a horizontal line crossing through the word LAST.

Achieving Ad Spend Scale For High-End Cookies

Transforming underperforming paid channels into a scalable, data-driven growth engine.

Food & Beverage

Performance Marketing

The objective

Reviving a stalled funnel with limited results

The brand’s in-house media buying team had been running an outdated funnel: overly complex and misaligned with its true cost per purchase. Results had seriously plateaued, limiting growth and making it difficult to hit even basic business objectives.

The Solution

Develop a semi-permanent funnel structure designed to uncover the brand’s real CPP

Comprehensive audits of Meta and Google ad performance to pinpoint inefficiencies
A three-part recovery plan to restructure the funnel, reallocate spend, and clarify performance metrics.
A phased implementation to establish reliable baseline costs, enabling confident scaling in subsequent quarters.

THE RESULTS

By introducing a new funnel structure and redefining performance metrics, we enabled Last Crumb to scale ad spend with confidence and clarity

5.5x

Blended ad ROAS average

The efficiency of paid advertising

25%

Increase in sales

An assortment of colorful cookies, including red velvet, sprinkle-topped, chocolate chip with crumb topping, and powdered sugar-coated cookies, all closely arranged together.

Likely's Takeaways

Our Insights

Don’t stay stagnant – evolve

Marketing funnels aren’t “set it and forget it.” Even a once-successful structure can quietly become a growth blocker. Periodic audits, monitoring, and recalibrations can unlock the next level of performance.

Anchor strategy in true data

Identifying the real CPP became the turning point for this brand. Reliable, properly interpreted data empowers smarter decision-making and prevents costly misreporting or misguided optimizations. We loved using Capifix as a tool to find our true data.

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