A coffee roastery’s best month: $73,761 at a 10x return
How my team built a coffee roastery’s Google Ads around the way coffee is actually bought, again and again: acquisition for the first bag, retargeting for the second, and loyalty for every one after that. Four months in, the account made $73,761.96 in a single month.
Coffee is a repeat purchase, but most ad accounts treat it as a one-off sale and pay to acquire the same customer twice.
Built the account on three pillars, acquisition, retargeting and loyalty, and tested the creative format until the videos were actually watched.
$73,761.96 in one month at a 10x return, four months in, with retargeting returning 10 to 20 times its spend.
The first bag is only the beginning
A coffee customer who likes the first bag will come back for another, and another. An account that only chases new buyers spends its budget on the cheapest part of that relationship and leaves the most valuable part, the repeat order, to chance.
So the account was designed around the whole relationship, with a different job for each stage and a budget to match.
Three pillars, one customer
Reaching coffee drinkers who hadn’t bought yet, and getting the first bag into their kitchen.
Bringing back people who had visited or bought, the stage that returned 10 to 20 times its spend.
Keeping existing customers ordering, so each new buyer was worth more over time.
Small format changes, measurable lifts
| Test | What changed | Result |
|---|---|---|
| Video format | Square 1:1 video instead of the original format | 28% more views and a 68% higher completion rate |
| Captions | On-screen captions on every video | The message landed for people watching with the sound off |
| Emojis | Emojis in the ad copy | Copy that stood out in a busy feed |
Why it worked
Build for the repeat order
Planning around acquisition, retargeting and loyalty put budget where coffee customers are most valuable.
Retargeting does the heavy lifting
The customers who already knew the roastery returned 10 to 20 times their spend.
Make the video watchable
Square video and captions were simple changes that got far more people to the end of the ad.
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