Retail media for CPG operators
Practical frameworks built on real account work — covering Instacart ROAS, Amazon Ads, and retail media waste diagnostics for CPG operators who run their own programs.
6 posts for “ROAS” — clear
Three Farmers: How Three Saskatchewan Farming Families Built a National Pulse Snack Brand (Maple Made #009)
Three Farmers Foods is a Saskatoon-based snack brand built by three prairie farming families and led by sister CEOs Natasha and Elysia Vandenhurk. Roasted Crunchy Little Peas, lentils, and Camelina Oil — stocked at Sobeys, Loblaws, Save-On-Foods, Walmart Canada, and on Instacart Canada.
How to Measure Blended ROAS Across Instacart, Meta, and Google
Blended ROAS is total attributed revenue divided by total ad spend across Instacart, Meta, and Google. How CPG brands should calculate it, avoid common mistakes, and use it for weekly budget decisions.
Retail Media Reporting Template for CPG Founders
A weekly retail media reporting template for founder-led CPG brands spending on Instacart, Amazon, Walmart Connect, or Loblaw Advance. Track spend, revenue, ROAS, NTB percent, and CPC in one view.
How to Track New-to-Brand on Instacart
New-to-Brand on Instacart shows whether your ads are reaching shoppers who have not recently bought your brand. How founder-led CPG brands should read NTB in Ads Manager and use it with ROAS.
What Is a Good Instacart ROAS for CPG Brands?
A practical operating ladder for CPG brands: under 2x means fix the system, 2x–3x is workable, 3x–4x is healthy, and 4x+ is strong enough to protect before scaling.
How to Improve Instacart ROAS for Founder-Led CPG Brands
Most stuck accounts fail in three boring places: structure, budget allocation, and reporting. A 30-day recovery framework for founder-led brands.
From the community
Curated weekly from r/InstacartAds, r/Google_Ads, and r/DigitalMarketing.
CPG digital ad recommendations
Marketers sharing channel recommendations for CPG brands — where to spend, what benchmarks to target, and which platforms deliver real retail lift.
Open thread →r/Google_AdsHow is CPC 10x less on Google-generated ads?
Discussion on why AI-generated Google ads can show dramatically lower CPCs and whether the quality of traffic actually holds up for conversion campaigns.
Open thread →r/InstacartAdsI tested Instacart Acquire (New-to-Brand) with optimized bidding
Real-world test results from running Instacart's Acquire NTB campaign type with optimized bidding — including ROAS, NTB rate, and spend efficiency findings.
Open thread →r/InstacartAdsDoes optimized or autobidding on Instacart actually work?
Operators comparing manual bidding vs. autobid on Instacart campaigns — sharing spend data and whether ceding bid control improves or hurts efficiency.
Open thread →Want a second opinion on your retail media program?
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