Your Brand Cafe
Driving Margin-Led Growth at Scale for Your Brand Cafe in the US Through Performance Marketing
Scaling paid media profitably - driving +23% YoY revenue growth, improving margins through a higher-margin product mix, and building a full-funnel system designed to perform year-round.
Project Overview
Your Brand Cafe is a scaled e-commerce brand in the café and beverage category, helping businesses build their brand through custom-printed cups, sleeves, and packaging with fast turnaround times and low minimum order quantities.
Prior to partnering with Strike Digital, growth had been heavily reliant on discounting and performance activity weighted toward existing demand. While this supported short-term volume, it limited margin performance and made it harder to scale acquisition efficiently and sustainably over time.
Heading into 2025, Your Brand Cafe was not simply looking for an agency to manage ads. They wanted a performance marketing partner with deeper strategic capability, one that could think beyond platform metrics and provide clear direction on where to invest, how to structure campaigns, and how to scale profitably without sacrificing efficiency.
The team needed a partner who could combine hands-on optimisation with proactive planning. This included a stronger full-funnel acquisition strategy, continuous creative and messaging testing, improved attribution clarity, and reporting that translated performance data into actionable next steps. Just as importantly, they valued responsiveness, collaboration, and an agency relationship that felt like an extension of their internal team rather than an outsourced vendor.
Across 2025, the partnership delivered:
Net Revenue: $15.2M (+23.2% YoY)
Orders: 23,907 (+23.3% YoY)
Items Sold: 297,017 (+165% YoY)
Project Execution
Google Ads: Margin-Led Scaling
Google Ads was positioned as the primary growth lever, with budget allocation prioritised toward higher-margin products to ensure scaling improved profitability rather than simply increasing volume.
Execution focused on:
Profit-weighted budget distribution
Methodical scaling across the year
Dedicated peak-season support for top revenue-driving products
This created consistent growth while protecting efficiency.
Google Ads performance (2025 vs 2024):
Spend: $932K (+26.9%)
Conversion Value: $7.19M (+48.5%)
ROAS: 7.72x (+17.1%)
Avg. CPC: -29.9%
Clicks: +81%
Meta Ads: Rebuilding Foundations for Full-Funnel Growth
Meta performance was initially constrained by two major issues:
Broken purchase tracking (pixel instability)
Campaigns optimising toward add-to-cart rather than purchases
Strike Digital stabilised tracking, validated purchase events, and rebuilt the account into a structured full-funnel model across:
Top-of-funnel prospecting
Mid-funnel consideration
Bottom-funnel conversion
With the foundations in place, we increased creative testing, expanded across product lines, and supported initiatives such as YBC Supply (B2B) and dedicated new customer acquisition activity.
2025 Meta highlights:
Spend: $172K
Purchases: 7,903
Cost per purchase: $21.81
Blended purchase ROAS: 30.79x
New Customer Growth During High Season
To ensure acquisition remained intentional, Strike Digital ran dedicated new-customer-only campaigns during high season.
This drove +109% YoY growth in new customers reached (platform reporting), ensuring acquisition remained a deliberate lever rather than an outcome of blended targeting.
Peak Trading & BFCM Execution
BFCM was approached as a structured full-funnel event rather than a reactive discount push.
In November, revenue reached $1.17M, delivering +34% YoY growth and exceeding target performance.
The peak came on Cyber Monday, where backend reporting showed orders and revenue doubled year-on-year, reaching approximately $400K in a single day.
Results
By shifting the strategy away from discount-led growth and toward revenue-first execution with margin control, Strike Digital helped Your Brand Cafe build a stronger, scalable paid media system.
“Strike Digital brought real strategic depth to our paid media, thinking beyond ad spend to deliver full-funnel campaign planning, testing, and targeting aligned with our broader growth goals. Their team is proactive, responsive, and constantly optimising performance to protect ROI while driving new customer acquisition. They feel less like a vendor and more like a true partner in our marketing success.”
- Timothy Dance, Senior Marketing Director at Your Brand Cafe
The result was not simply increased activity, but a higher-quality growth engine designed to perform consistently across the year and deliver confidently under peak-season pressure.
2025 headline outcomes included:
+23.2% YoY revenue growth
Improved profitability through margin-led product prioritisation
Strong efficiency gains across Google and Meta
A full-funnel foundation for sustainable acquisition and long-term scaling
