Discover how, thanks to a Paid Ads strategy, we reduced Poiscaille's acquisition costs by a factor of 7.
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Founded in 2015, Poiscaille.fr buys directly from French fishermen to offer consumers objectively fresh, sustainable and ethical fish. The company offers subscriptions with delivery of fish baskets. It is also possible to order seafood products directly from the site and pick them up from a partner.
Poiscaille called on Growth Room to benefit from our support in Growth Ads.
The company has 3 main personas:
We had two distinct objectives.
Main objective: build a media strategy and structure that will enable us to meet our 2022 subscription targets, while anticipating the challenges of 2023.
Secondary objective: carry out an acquisition test on a product to understand its business viability and impact in terms of subscriptions.
We focused our efforts on Google Ads and Meta. These two media complement each other and have enabled us to bring qualified users into the acquisition funnel.
As a reminder, the main objective was to build a media strategy and structure to meet 2022 subscription targets, while anticipating the challenges of 2023.
Objective: Develop storytelling around the brand.
For this, we focused on Meta. We targeted the following audiences:
⇒ We implemented and tested ads highlighting the brand, its values and its storytelling.
Objective: Create brand appeal and generate new accounts.
For this phase, we launched a campaign on both media:
For Meta, the target audience was :
⇒ Here, we've tested to find the audiences and ads that are most attractive.
For Google Ads, we targeted the following audiences:
⇒ We launched an acquisition campaign with generic keywords such as "Poissonnerie en ligne".
Objective: Generate subscriptions.
As with the engagement phase, we launched a campaign on both media:
On Meta, the target audience was :
⇒ We launched a remarketing campaign aimed at retargeting people who already knew about Poiscaille but hadn't subscribed.
On Google Ads, the target audience was as follows:
⇒ We launched an acquisition campaign with keywords containing location, such as "Fish delivery Paris".
As a reminder, for the secondary objective, we carried out a acquisition test on Poiscaille e-boutique products (fish, seafood, gift cards, seafood platters) to promote understand the viability of the business and its impact on subscriptions. In other words, the aim was to generate e-shop purchases and sales.
So, as with the main objective, we worked with the three phases of the conversion funnelThese include: awareness (making the brand known), engagement (developing the first points of contact), and conversion (generating purchases).
To meet these objectives, we launched a campaign on both media:
For Meta, the target audience was :
⇒ We launched an acquisition campaign with product-focused visuals (CSJ, oysters and smoked fish).
For Google Ads, we focused on the following audiences:
⇒ We launched acquisition campaigns on the search network, with semantics based on the products on sale in the boutique.
Period : 21/11/22 to 31/01/23
It should be noted that, for both media, the result is based solely on generation of a single subscription. However, customers have access to 1, 2 or 4 subscriptions per month, and stay with Poiscaille for an average of 8 to 10 months. This means that Poiscaille is much more profitable than the figures currently show.
Two months after the launch of the campaigns, we can see that, ROAS up on Meta.
Subscription ROAS in January was up sharply on December (December was a more favorable month for purchases than subscriptions due to the end-of-year festivities), mainly due to lower costs and a higher conversion rate.
Despite a drop in costs in January, we are seeing an increase in the number of iso Subscription sales versus December.
Moreover, the cost/subscription is falling month by month: €6 in January compared with €77 in November.
Period : 21/11/22 to 31/01/23
Overall, we can see that month after month, the lower cost per subscription thanks to the various optimizations made to the account.
These figures echo the graph above, proving Poiscaille's profitability since the launch of the campaigns.
We see a higher number of iso subscriptions in December and January.
It's also worth noting the sharp drop in the cost/subscription: €27 in January compared with €112 in December.
We observed a slight drop in subscriptions in January (the brand name is a little less sought-after in January).
Similarly, the cost/subscription was constantly falling: €6 in January compared with €77 in November.
Global with brand → All campaigns
Global non-brand → Search Campaign (Subscription + Purchase) + Display Campaign
Period: 21/11/22 to 31/01/23.
It should be noted that these expenses were not based solely on purchasing. They were global expenses designed to meet the main objective.
However, our focus on subscription campaigns has, at the same time, succeeded in generating sales from purchases, which was the secondary objective.
Here is a non-exhaustive list of audiences we have tested on Meta campaigns :
It's these numerous tests on different audiences (both cold and warm, and both matching and not matching our personas) that have enabled us to achieve these results.
Period : 01/12/2022 to 31/01/2023.
These are the Ads with the highest CPA.
Period : 01/12/2022 to 31/01/2023.
Period : 01/12/2022 to 31/01/2023.
In Poiscaille, we have made many recommendations for ad visuals and landing pages. The choice of visuals is one of the biggest factors in campaign performance.
Here are our recommendations:
Here are our recommendations:
Here are our recommendations:
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