The Challenge
 

Even with such a purposeful product, scaling wasn’t easy.

• Initial campaigns struggled with low ROAS (~1.8X)

• Audience definitions were unclear, especially for their autism-focused products

• Competing against mass-market “health drink” brands with deeper pockets

• Limited content that built trust or authority in a category that demands both

Our Approach

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We came onboard not just to run ads, but to help Trick or Treat Foods find their product-market fit, build relevance, and scale profitably — all while navigating a sensitive, purpose-led positioning.

Our Strategic Approach
 

1. Funnel Development Across Meta & Google

We built a layered acquisition engine:

• Meta Ads → Focused on education & emotional connection, using carousels, reels, and expert-led content

• Google Ads → Captured high-intent queries like “ayurvedic milk for kids,” “autism nutrition support,” and “milk mix for immunity”

• Remarketing Journeys → Warmed up mid-funnel audiences with testimonials, founder stories, and ingredient spotlights

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2. Smart Audience Cohorting
The key to scaling was audience refinement. We tested over 50 micro-cohorts before dialing in:

• Moms of children undergoing speech therapy


• Parents of neurodivergent children in metro cities


• Health-conscious adults seeking dairy alternatives with Ayurvedic benefits


• Ayurveda-first lifestyle seekers and immunity-focused buyers


• This level of specificity improved CTR, reduced CAC, and made our creatives hit harder.

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3. Building Trust Through Expert-Led Content
To break into a medically-adjacent space, we partnered with speech therapists, child development experts, and Ayurvedic practitioners. Their expert reviews, quotes, and content:

• Added credibility to claims


• Differentiated from generic health drink ads


• Helped parents trust the product with their children’s needs


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4. Finding the Hero Product & Doubling Down
Through consistent SKU performance tracking, we identified the kid-focused Ayurvedic milk mix as the breakout performer. Once validated, we:

• Increased budget allocation to it


• Optimized creatives around its USPs


• Built landing pages and keyword clusters specific to this hero SKU


The Result

✅ ROAS scaled from 1.8X → 5X within months
✅ Hero SKU identified and scaled with tailored campaigns
✅ Expert-led content improved trust and conversion rates
✅ Product-market fit unlocked for both parent and adult audiences
✅ Full-funnel growth system established across Meta & Google

Key Takeaways

🔹 Niche markets can be goldmines — but only with the right targeting
🔹 Trust-building matters more than hype — especially when selling for kids
🔹 Test to win — Audience and creative testing were the backbone of this success
🔹 One great product can unlock the brand — A strong hero SKU can scale the whole store