5xing Meta Ads Revenue while Tripling ROAS for Alaskan Salmon Company
Starting with a Strong Organic Foundation
When Alaskan Salmon Company came to us, they already had something most brands only hope for: viral content and a loyal following on TikTok and Instagram. Their founder, Kyle Lee, had built real trust by sharing raw, behind-the-scenes videos that resonated with everyday buyers. From day one, we knew our job wasn’t to fix what was working, but help amplify it.
We launched the Meta account from scratch, but started strong by uploading the client’s best-performing social content as ads. These founder-led UGC videos quickly became top performers. From there, we worked scene-by-scene through their organic content library, remixing clips into high-converting ads with structured hooks, tightened pacing, and strong CTAs. The result was performance creative that still felt authentic and familiar to their audience.
Scaling Creator-Led Content to Drive Top-Of-Funnel
We know that Meta's Partnership Ad unit is one of the most effective new products designed to drive high first-time-impression rates at scale for DTC businesses. Leveraging the following and credibility of creators in the culinary space was critical to drive new users into Alaskan Salmon's funnel, especially given how competitive the seafood delivery category is. We wanted to be first.
We leveraged Meta's Creator Marketplace, running ongoing outreach campaigns to high-engagement US-based influencers who produced content for cooking and seafood enthusiasts. We worked with them to script ad concepts that would perform on paid social, and used their Partnership Ad Codes to boost the content across our performance marketing campaigns.
Media Buying Strategy That Protected Efficiency at Scale
We built the account structure with both scale and control in mind. Using a combination of Campaign Budget Optimization (CBO), Dynamic Creative ad units, and Cost Caps, we were able to strategically test over 90 unique video creatives without wasting spend. We leaned into Advantage+ Campaigns for conversion efficiency, while simultaneously running upper-funnel campaigns that featured the founder’s storytelling content to drive incremental lift and feed remarketing audiences. This structure gave us the flexibility to move fast while protecting performance as we scaled.
Replacing a Brand-Led LP With One Built to Convert
While the original landing page fit the brand visually, it lacked a strong conversion framework. We designed a new LP from the ground up, focused on mobile-first hierarchy, clear product storytelling, and a smoother checkout path. Additionally, we laser-focused on the product page buy box, the highest impact point in the funnel given the product's AOV and consideration window. The new landing page and PDP experience far outperformed the previous version, lifting both conversion rate and AOV to drive a significant lift in Revenue Per Visitor.
Over seven weeks, we helped Alaskan Salmon Co increase ad spend by over 10x. Despite this aggressive scaling, we maintained a stable cost per acquisition and drove over 5x growth in Meta-driven purchases. ROAS also saw a 3x lift during this time, driven by a tight testing cadence and performance-focused creative iteration.
From Viral Content to Scalable Growth Engine
By leaning into the brand’s existing momentum, rather than replacing it, we helped Alaskan Salmon Company turn founder-led UGC into a scalable, profitable acquisition system. With a better funnel, stronger creative, and a clear growth roadmap, they now have a predictable performance engine on Meta built for long-term scale.
