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How Nibbed Cacao scaled Q4 performance from 2.45x to 5.69x ROAS and halved CPA
Nibbed Cacao is an Irish wellness chocolate brand selling organic cacao blocks, nibs and drinks. Generate Agency ran Meta and Google Ads across Q4, using October as a learning phase and scaling into BFCM and Christmas with improved audience intelligence. This led to ROAS growth from 2.45x to 5.69x and CPA reduction from £15.28 to £7.24 while increasing revenue efficiency across Meta and Google channels.
OUR RESULTS
THE PROBLEM
Nibbed Cacao sells a niche wellness product that requires education before purchase. Most customers do not initially understand pure cacao as a daily drink, which means performance depends on both awareness and education. Q4 is also the most competitive period for food and drink brands, where rising CPMs and CPCs can quickly erode efficiency if spend is not carefully controlled. The challenge was to build audience intelligence in October, then scale efficiently into BFCM and December without wasting early budget or losing ROAS control.
WHAT WE DID
1. Used October as a learning phase, not a scaling phase
We ran controlled budgets in October to collect conversion data and identify which audiences and creatives generated real purchase intent.
2. Scaled into BFCM with validated audience signals
By November, enough data had been gathered to scale efficiently into BFCM, improving targeting and reducing wasted spend.
3. Positioned cacao as a coffee alternative
Creative focused on everyday substitution rather than niche wellness rituals, widening the audience to mainstream coffee drinkers.
4. Split Meta and Google by role in the funnel
Meta drove discovery and education, while Google captured high-intent search demand generated by Meta activity.
5. Maintained disciplined spend into December
Spend was held steady post-BFCM to preserve efficiency and allow accumulated data to continue improving performance.
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THE RESULTS
Revenue and efficiency
- Blended ROAS peaked at 5.69x
- CPA reduced to £7.24
- December revenue reached £35,858
Meta performance
- Peak ROAS of 8.47x
- Lowest CPA achieved: £5.46
- Strongest performance driven by refined audience targeting
Google performance
- Peak ROAS of 12.35x
- Consistent capture of high-intent search traffic during Q4
AOV performance
- Highest recorded AOV: £41.15
- Driven by stronger product positioning and bundle behaviour
FAQs
Why should October be used for testing instead of scaling?
Because early Q4 spend without data leads to inefficient acquisition. October is best used to build targeting signals that improve performance in November and December.
Why did ROAS improve so much in November and December?
Because both Meta and Google had enough conversion data to optimise delivery, combined with stronger seasonal demand.
Why does the coffee alternative angle work better?
It appeals to a wider audience than wellness-only positioning, including everyday coffee drinkers looking for a cleaner option.
How do Meta and Google work together?
Meta builds awareness and interest, while Google captures the high-intent searches that result from that awareness.
Why is December performance important?
Because it shows whether performance is structural or seasonal. Sustained ROAS in December confirms real efficiency, not just BFCM uplift.
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