Project– MaryRuth Organics
Meta Ads
Project Overview
MaryRuth Organics is a premium wellness brand specializing in liquid multivitamins, multiminerals, and gummies tailored for all life stages. Positioned as a clean, vegan, and women-owned brand, it has built strong credibility among health-conscious consumers and parents.
With a diverse product range—from high-ticket bestsellers like the Liquid Morning Multivitamin + Hair Growth ($74.95) to accessible options like kids’ gummy vitamins ($22.99)—the brand effectively captures both premium and mass-market segments.
- I managed Meta Ads campaigns across Facebook and Instagram, focusing on full-funnel strategy, conversion optimization, and performance scaling to increase brand visibility, generate high-quality leads, and drive consistent revenue growth.
As the Meta Ads Manager, I led end-to-end campaign strategy and execution across Facebook and Instagram.
Key responsibilities included:
→ Developing high-performing UGC and influencer-driven creatives
→ Managing full-funnel campaign structure (TOF, MOF, BOF)
→ Optimizing campaigns for conversions, CAC, and ROAS
→ Scaling ad spend while maintaining performance efficiency
→ Implementing Meta Conversion API (CAPI) for advanced tracking
A major focus was ensuring accurate event tracking post-iOS 14+, including purchases, add-to-cart, subscriptions, and lead events.
Meta Ads Strategy
I structured campaigns across the full customer journey:
→ Top of Funnel (TOF)
Focused on audience acquisition using UGC videos and influencer content to build awareness and trust.
→ Middle of Funnel (MOF)
Retargeted engaged users (website visitors, email subscribers, social engagers) with value-driven messaging, product education, and subscription benefits.
→ Bottom of Funnel (BOF)
Used dynamic product ads, cart abandonment campaigns, and conversion-focused creatives to drive purchases and subscriptions.
Conversion API (CAPI) Implementation
To overcome data loss from iOS 14+ updates, I implemented server-side tracking via Meta Conversion API.
This resulted in:
→ More accurate event tracking
→ Improved attribution and reporting
→ Better optimization signals for Meta’s algorithm
→ Stronger, more stable ROAS performance
Key Achievements
→ Increased subscription signups by 35% MoM
→ Maintained an average ROAS of 4.2x
→ Reduced CAC by 20% through UGC + retargeting synergy
→ Scaled ad spend from $5K to $50K/month without performance drop
→ UGC creatives consistently outperformed static ads
Conclusion
By combining data-driven strategy, creative testing, and advanced tracking (CAPI), I was able to drive scalable and sustainable growth for MaryRuth Organics.
This project highlights not just campaign execution, but the ability to:
→ Build a full-funnel growth system
→ Improve data accuracy and attribution
→ Scale profitably without sacrificing efficiency
Free Consultation and Services
About Me
I’m Nurnobi Islam, a Top Meta Ads Specialist & Global PPC Consultant who’s spent over six years turning ad budgets into real growth. I’ve seen businesses pour money into campaigns that just don’t convert — and I knew there had to be a better way.
Contact Information
Copyright © Mr Nur 2025. All rights reserved.