Maximizing ROAS with geo-targeted media strategy for a frozen food brand

Project Overview

A frozen food brand needed to optimize digital ad spend during Ramadan, a competitive marketing period. The goal was to allocate the budget efficiently for higher ROAS.

GEO TARGETING SPECIFIC LOCATIONS IN SELECT CITIES To maximize impact

we implemented a geo-targeted media strategy that allocated budgets based on the population density of cities where the brand’s retail outlets were located. This ensured that ad spend was concentrated in high-opportunity areas, optimizing both reach and conversion efficiency. Key actions included: • Data-Driven Geo-Targeting: Analyzed city-wise population data and outlet distribution to proportionally allocate media budgets, ensuring optimal exposure in key locations. • Precision Ad Targeting: Focused on audiences within a specific radius of brand outlets, increasing the likelihood of purchase intent and footfall conversion. • Cost-Efficient Bidding Strategy: Adjusted bids dynamically based on audience responsiveness and competitive media pressure, maximizing cost-effectiveness

RESULTS

DRIVING SALES IN RAMADAN

EXCEPTIONAL ROAS OF 4X

Despite a lower ad spend, the return on ad spend (ROAS) reached 4X, significantly outperforming category benchmarks during Ramadan.

HIGHER CONVERSION RATES:

Precise targeting near retail outlets led to a 25% increase in store visits and product inquiries during the campaign period. Geo-targeting ensured zero media wastage, with spend focused on high-converting locations, resulting in 30% higher engagement in targeted cities.

COMPETITIVE EDGE IN A HIGH SPEND SEASON

Despite lower spending compared to competitors, strategic media allocation ensured consistent brand presence and strong sales performance.

CONCLUSION

By leveraging geo-targeting and data-driven budget allocation, we successfully optimized ad efficiency, drove strong conversions, and delivered exceptional returns during a peak competitive season.