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As a well-established CBD brand in Los Angeles, Foria Wellness needed to increase ROAS and drive more conversions while expanding into additional media channels to strengthen market share in a competitive cannabis landscape.
Solutions
Collaborated closely with Foria’s internal marketing team to prioritize high-impact advertising initiatives
Launched and optimized Facebook in-feed, video, and carousel ad campaigns
Targeted lifestyle, health, and wellness audiences to maximize performance and scalable growth
What challenges were clients facing with their Meta Ads before working with Spokes Digital?
For most clients, before partnering with Spokes Digital, there were challenges associated with stalled growth, "stale" ad creative, and Customer Acquisition Costs (CAC). These challenges included audience fatigue, since ads were being viewed by the same audience several times without the desired outcome, as well as budget wasting as a result of using large targeting options. For most companies, especially in regulated industries such as cannabis and e-commerce, there were also challenges associated with platform constraints as well as scaling with constant ROAS (Return on Ad Spend).
How did Spokes Digital improve the client’s ROAS and overall ad performance on Meta platforms?
The approach of Spokes Digital revolves around the concept of a "profit-first" approach. The agency doesn’t focus on the "likes," which fall under the "vanity metrics," but rather concentrates on optimizing conversion events that have high ROAS. The company implements advanced tracking, "such as Meta Conversion API," which helps them move clients to "value-based bidding," ultimately allowing the Meta algorithm to focus on people who are expected to make big purchases, hence increasing ROAS.
How did Spokes Digital use advanced audience targeting to increase conversions from Meta Ads?
It utilizes an advanced combination of Custom and Lookalike Audiences. It segments beyond the simple demographics by building:
VALUE-BASED LOOKALIKES: Finding new users similar to those of clients' biggest spenders Interest Layering: The joining of specific interests and behavior data to identify "hidden" high-intent segments.
Advantage+ Expansion: Leveraging the use of Meta’s AI to uncover opportunities for conversions beyond the original parameters, but with strict performance guardrails.
VALUE-BASED LOOKALIKES: Finding new users similar to those of clients' biggest spenders Interest Layering: The joining of specific interests and behavior data to identify "hidden" high-intent segments.
Advantage+ Expansion: Leveraging the use of Meta’s AI to uncover opportunities for conversions beyond the original parameters, but with strict performance guardrails.
What optimizations helped reduce the client’s cost-per-result on Facebook and Instagram?
For cost reduction, Spokes Digital uses A/B testing and bid management. They look at the non-performing ad sets and stop them to avoid budget waste. Moreover, by optimizing the "Relevance Score" of an advert by using appropriate targeting and content that resonates, it helps decrease the cost per click (CPC) and cost per thousand impressions (CPM) in advertising.
How did Spokes Digital enhance the client’s creative strategy to improve engagement and click-through rates?
Spokes Digital believes in the mantra "creative is the new targeting." They look at moving away from generic "hard-sell" ads and place more emphasis on storytelling and education. We have a data-driven "test-and-learn" approach where great-performing hooks and visuals from one campaign are iterated on to continually improve CTR.
Why do brands choose Spokes Digital over other agencies for Meta and social media ads?
Brands partner with Spokes Digital for their technical expertise and industry knowledge (E-commerce and Cannabis marketing). Spokes offers personalized strategies for brands, offering a "Fractional CMO" partnership for their digital marketing, which is in tune with the overall business strategy for expansion of the brands. Spokes differs from the marketing agencies that provide brands a "one-size-fits-all" solution.
How does Spokes Digital scale Meta Ad budgets while maintaining consistent performance?
An ideal mix of vertical and horizontal scaling techniques can be used to achieve scaling:
Vertical: Increasing winning ad set expenditures gradually (e.g., 10–20% every 48 hours) to prevent the "Learning Phase."
Horizontal: Effective creative efforts that expand geographically into new markets or audience segments without overcrowding current targeting pools.
Vertical: Increasing winning ad set expenditures gradually (e.g., 10–20% every 48 hours) to prevent the "Learning Phase."
Horizontal: Effective creative efforts that expand geographically into new markets or audience segments without overcrowding current targeting pools.
How did Spokes Digital use retargeting and funnel strategies to boost the client’s sales?
We at Spokes Digital execute a Full-Funnel Strategy (ToFu, MoFu, BoFu)
Top of Funnel: Awareness through Educational Content.
Middle/Bottom of Funnel: We use dynamic retargeting so the consumer can view particular products they considered but did not purchase by putting them in their cart. By "turning the corner" and tapping the consumer on the shoulder with proof and offers, they guide the prospect down the path until the close of the sale.
Top of Funnel: Awareness through Educational Content.
Middle/Bottom of Funnel: We use dynamic retargeting so the consumer can view particular products they considered but did not purchase by putting them in their cart. By "turning the corner" and tapping the consumer on the shoulder with proof and offers, they guide the prospect down the path until the close of the sale.
How does Spokes Digital ensure long-term ad stability and performance improvements for clients?
Stability is maintained with best practices in account cleaning, line hygiene and being proactive. These best practices for an account would include monitoring ads for frequency to avoid ad fatigue, keeping “evergreen” ad campaigns refreshed by adding new variations to the creative, and staying on top of platform updates (such as the latest changes to the Apple iOS privacy framework)By laying the solid foundation of quality data, the account itself remains less vulnerable to the ever-changing market environment.
How did Spokes Digital’s data-driven insights help the client make smarter decisions on Meta Ads?
Spokes Digital’s expertise is in turning mere data into functional roadmaps. With the ability to monitor all click-through activity, as well as conversions, clients can have a clear perspective on which product, respective message, and target audiences deliver the highest revenue. The ultimate goal of these functionalities is to make brands less reliant on guesswork in allocating marketing budgets toward the highest-gain avenues.
