GARDENING NATURALLY

17.05 Peak ROAS After Launching on Meta

PAID SOCIAL
Client logo
Monthly Revenue
79%
Conversions
59%
Conversion Rate
54%
ROAS
15%

Gardening Naturally is an online retailer that helps gardeners grow healthy fruit and vegetables with natural alternatives to harsh chemicals. The brand works with nature rather than against it, using proven solutions such as beneficial nematodes, physical barriers like netting and cages, and carefully formulated natural plant feeds. Its customers range from allotment holders to people growing in gardens or containers at home, all looking for productive, sustainable and accessible ways to grow. Gardening Naturally partnered with Gravytrain to launch on Meta Ads and drive growth through its busiest time of year.

A New Channel with a Narrow Window

Moving onto Meta brought three challenges at once. The brand had no existing audiences on the platform and was competing against household gardening names with established followings. Those audiences had to be built quickly, because much of the range is seasonal and demand for some products peaks only briefly.

Our approach was to treat awareness and conversion as stages of one plan, with every decision balancing speed against efficiency so the account would be as profitable as possible when demand arrived.

The Solution

Building audiences first

We began with top-of-funnel campaigns, each with a clear product focus, to introduce Gardening Naturally to new users and start populating the audiences the rest of the account would rely on. Alongside this, we researched every potential audience for the account, aiming to maximise reach while keeping conversion intent high. Careful filtering matched each audience to the right stage of the funnel, so users got to know the brand before they saw sales messages.

Scaling with confidence

Once those audiences held enough users, we moved to a full-funnel approach planned around each product's seasonal peak:

  • Top-of-funnel campaigns kept feeding new users into the funnel, so audiences continued to grow as spend scaled.
  • Each product category had its audience ready ahead of its peak, so spend could be concentrated when purchase intent was highest.
  • Strong creative was in place for every category before its peak, overcoming the limited creative available at launch.
  • Creative and ad copy were tested continuously, so the account was always finding new ways to engage users.
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The Results

Since going live in March 2026, the account reached a peak ROAS of 17.05. In its peak, revenue grew by 79%, conversions by 59%, conversion rate by 54% and ROAS by 15% month on month.

The rise in conversion rate in particular shows the audience research paid off: the users reaching the site weren't just engaged, they were ready to buy. Engagement also built quickly from a standing start, helped by an expanding range of creative and constant testing of what resonated. By the time the peak arrived, the account was in the strongest possible position to capitalise on rising purchase intent.

What this shows

Gardening Naturally needed to establish itself on a new channel quickly, without sacrificing profitability and against well-established competitors. The account delivered exactly that.

It's a pattern we see with seasonal brands launching on Meta: success comes from building audiences before they're needed, having the right creative ready for the right moment, and testing constantly once the funnel is live. That's the approach we bring to every account we run.

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