How Duck A Diet Drives New Customer Acquisition at 4-6x ROAS with $8-$17 CPA
A Huntley, Illinois meal prep brand focused exclusively on growing its customer base, achieving consistent double-digit returns on pure new customer campaigns.
Proving Cold Audience Ads Can Work for a Small-Town Brand
Duck A Diet, based in Huntley, Illinois (population ~30,000), offers chef-crafted power bowls and weekly meal prep made with fresh, never-frozen ingredients. Unlike metro-area meal prep brands with large addressable markets, Duck A Diet operates in a small suburban market where the total audience is limited. Their challenge was unique: could Meta Ads profitably acquire brand-new customers in a small market where awareness is everything?
The brief was one of the hardest in paid media: 100% new customer acquisition. All previous purchasers excluded. Every conversion must come from someone who has never heard of or bought from the brand.
100% New Customer Acquisition
We built the entire campaign architecture around a single objective: drive first-time purchases from people who have never bought from Duck A Diet. All previous purchasers were excluded from targeting, ensuring that every dollar of ad spend was directed toward genuine customer growth.
Monthly reach was scaled to put the brand in front of tens of thousands of potential customers, creating a consistent pipeline of new buyer acquisition that the business could rely on for predictable growth.
Consistent, Profitable New Customer Growth
The campaigns delivered exactly what Duck A Diet needed: a reliable engine for new customer acquisition at a cost that makes strong economic sense.
New Customer Metrics at a Glance
| Metric | Low End | High End | Context |
|---|---|---|---|
| ROAS | 4x | 6x | Purely new customers, all previous purchasers excluded |
| Cost Per Purchase | $8 | $17 | Monthly variation based on creative performance |
| Monthly Reach | 10,000+ | N/A | Consistent brand exposure to new potential customers |
Peak New Customer ROAS
At its best, Duck A Diet generated $6 in revenue for every $1 spent, and this was exclusively from customers who had never purchased before. With a cost per purchase as low as $8, the unit economics are exceptional. Each new customer enters a recurring meal prep cycle, meaning the first-purchase ROAS is just the beginning of the return.
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