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Oceanic Organic

Meta ads tuned to

the rhythm of the British gardening year.
Oceanic Organic make cold-processed seaweed fertiliser, a product people buy from March to August and forget about by autumn. We rebuilt their Meta ads around that reality: creative that earns attention, tracking that tells the truth, and budget weighted to the weeks when gardeners are buying.
Oceanic Organic seaweed fertiliser Meta ads creative
Client
Oceanic Organic
Service
Meta Ads; SEO
Year
2026
Stack
Meta Ads, Shopify, CAPI, GA4

01

The challenge

The first campaign proved the demand was real, 752 purchases, but the economics needed work. It launched mid-season and ran into autumn, when gardeners stop buying. Creative leaned on stock imagery and discount hooks that attracted bargain hunters rather than gardeners. And browser-only tracking meant Meta was under-reporting conversions, so optimisation decisions were being made on incomplete data.

The product worked. The timing, the creative and the tracking were leaving money on the table.

02

Our approach

We tested our way to what works. Problem-led creative beat discount messaging convincingly, with the best ad converting at £3.74 per purchase against £17.64 for offer-led angles, so the account now sells at full price. Server-side tracking through Shopify's Conversions API replaced browser-only data, giving Meta the real picture to optimise against. Budget is weighted to the March to May peak when buying intent is highest, with authentic grower content replacing stock imagery. SEO runs alongside so the brand captures the searches the ads create.

Problem-led creative outperformed discount messaging at nearly half the cost per purchase.

  • Creative testing

    Problem-led hooks found through testing, converting at nearly half the cost of discount angles.

  • Server-side tracking

    Conversions API through Shopify, so optimisation runs on real numbers, not browser guesswork.

  • Seasonal budget planning

    Spend weighted to the March to May peak instead of fighting the calendar.

  • SEO alongside paid

    Organic visibility for the searches the ads create, so demand compounds.
03  The result

Unit economics that work at full price.

£3.74
best-ad cost per purchase
752
purchases in the first season
0
discount codes needed to convert
5.8x
current season ROAS 5.8x
04
Fixed before the season, scaled through it.
PHASE 01
Account & data audit
2 weeks
New problem-led creative and server-side tracking through the Conversions API.
PHASE 02
Creative & tracking rebuild
3 weeks
New problem-led creative and server-side tracking through the Conversions API.
PHASE 03
Peak season launch
March
Campaigns live as the gardening season opens, when buying intent is highest.
PHASE 04
Optimise & scale
Ongoing
Winners scaled, losers cut, budget following the season week by week.
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Phone
+44 1254 929068
Studio
Lancashire, UK
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