Fresh Meal Plan

Three Steps to Customer Acquisition with Facebook Ads


Fresh Meal Plan is a healthy meal delivery service located in South Florida. Looking to find traction in the Florida market and scale their growth, they partnered with Tuff to launch high-impact Facebook and Instagram campaigns to increase ROI and quickly drive key learnings on what’s working and what’s not.

Our Approach

With a wide range of targeting options that will help you find the right niche, Facebook can be a cost-effective channel for customer acquisition. After an initial kick-off meeting with Fresh Meal Plan to align on goals and ROI expectations, we launched geo-specific Facebook and Instagram campaigns following this 3-step process:

Step 1: Conduct user research before design

Figuring out the right targeting is key to reaching the audience most likely to convert. Be it in-depth customer segmentation or listening to customer phone calls, we never create a Facebook or Instagram without researching user behavior first. As an agency, you can lean on your clients customer facing team members or, if you’re in-house, partner with your support team to learn more about your customers.

We’ve found that it’s better to spend more time building out target segments and do the right design for them than doing the right campaign for the wrong users. For this account, we built out  5-10 core and custom audiences in Facebook.

For our core audiences, we relied heavily on interest and behavior targeting. For example, we created an audience of users who expressed an interest in CrossFit on their Facebook page. In addition to core audiences, we also built out Lookalike Audiences using website traffic and existing customer email lists.


Step 2: Develop custom creative for each audience

After building out our target segments in Facebook’s audience panel, we created Facebook campaign concepts for each target segment. Both the copy and creative is developed with a particular audience in mind.


Step 3: Retarget with compelling offer

To combat ad invisibility, we try to always include a compelling offer or call to action in our retargeting effort. Doing so can drive great results, especially if your goal is to generate sales rather than solely drive clicks.



Over the course of 30 days we achieved the following results, driving significant market awareness and sales for the brand. Since then, we have doubled the budget and scaled our acquisition efforts to new markets:  

  • Clicks: 1,984
  • New Customers: 228
  • CPA: $15.85

Tools and Techniques Leveraged:

  • Facebook Ads Manager
  • Lookalike Audiences
  • Core Audiences
  • Email List Targeting
  • Customer Exclusion Lists
  • Single Image Ads
  • Retargeting

Client Info

Fresh Meal Plan is America’s most delicious healthy meal program, and a great way to eat healthy while saving time, money, and calories.

They deliver delectable always fresh, never frozen, calorie-controlled meals (prepared by a 5-star gourmet chef) right to your door every week.​