Case Studies
Real brands. Real numbers. Each case study shows where the account started, what we changed across media and creative, and how the numbers moved as a result.
Case Study 01
Heritage British Food · Meat & Charcuterie
Royal Warrant charcuterie since 1985. The brief: prove Meta could scale the business, not just Google.
+752%
Meta spend, YoY
10×
Meta conversions, Q4 YoY
+27%
CPA at 10× volume
Signature Ham
Gift Hamper
Chutney Jar
The challenge
DukesHill had proper heritage and a product that sells itself once you try it, but Meta was stuck as the junior channel behind Google. They wanted three things settled: new customers at a profit, CAC and ROAS hit every month rather than in the odd good week, and proof Meta could carry real volume.
What we did
Full-funnel Meta with always-on prospecting and retargeting, then a disciplined creative testing framework across product, UGC and brand. We ran the UGC end to end and built it with DukesHill's own design and content team, Sophie and Lauren. Then we rebuilt Google, splitting Performance Max by product category to scale on margin.
The result
Meta spend up 752% year-on-year and, in Q4, conversions at ten times the year before, profitable on the first purchase. CPA rose just 27% to carry that volume. On Google, new customers up 67% and revenue up 20%, even after easing off Brand.
Case Study 02
Sustainable Household Paper · Subscription DTC
Plastic-free household paper on subscription. The brief: win new customers and regain scale profitably, without leaning on promotions or discounts.
+47%
New customers, YoY
+44%
New customer revenue
-6%
Cost to acquire
Bamboo Rolls
Subscription Box
Kitchen Towel
The challenge
Naked Paper had a good product, loyal subscribers and a real sustainability story, but growth had stalled and discounting was off the table. The brief: win new customers profitably, hit CAC targets every month, and get paid channels scaling again. No promotions, no discounts.
What we did
Rebuilt Meta around new customer acquisition with Cost Caps to scale the winners, and pushed creative from product to founder to UGC and celebrity so the algorithm had the diversity to scale. On Google we split Brand, Generic and Competitor and added Brand exclusions in PMax to chase genuinely new demand.
The result
New customers up 47% year-on-year and their revenue up 44%, with CAC down 6% and not a discount in sight. On Meta we scaled spend 68% for 30% more sales; on Google we cut Brand reliance 28% while scaling Shopping and PMax 54%.
Case Study 03
Lifestyle Footwear · Sandals & Surf
Beach-born footwear with a cult sandal at its core. The brief: sell the whole range all year, not just flip-flops in July.
+92%
Sales on Meta
+96%
Revenue on Meta
+24%
Revenue on Google
Fanning Sandal
Water Sneaker
Cushion Flip
The challenge
Reef sell flip flops and sandals, so the calendar usually runs the year. Demand spikes in summer then goes quiet. They wanted to scale new customer acquisition, make the most of the peaks without falling off a cliff afterwards, and build the brand in the UK through D2C, across both hero products and new launches.
What we did
Scaled the winning Meta campaigns with Cost Caps and leaned into Advantage+ broad for reach, pushing spend through the summer peak while keeping creative fresh enough to sell off-season. Hero sandals and new launches ran side by side, and on Google we moved budget from Search into Shopping and Performance Max to chase product-led demand.
The result
Sales on Meta up 92% year-on-year and revenue up 96%, across peak and off-season alike, off a 112% lift in spend with ROAS down just 8%. On Google, revenue rose 24% after shifting into Shopping and PMax.
Tell us where things stand, what the numbers need to do and where growth is getting harder. We'll tell you what we'd look at first.
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