Industry: Food & nutrition
Bob and Ruth's
1,126 Qualified Leads at $17.44 Each & 316,896 People Reached
Maria Hartt is the founder of Bob and Ruth’s, a gluten-free baking education platform that teaches home bakers how to create recipes through science-backed techniques and tested ingredient ratios.
Before working with Blue Whale Media, Maria had a content library of recipes but relied entirely on unpredictable organic channels: Instagram posts, Pinterest pins, occasional blog posts, and word-of-mouth referrals. Traffic ranged from 50-500 subscribers per month with no control over growth.
MULTI-CAMPAIGN AD PERFORMANCE
851 total website leads across 3 active campaigns with average cost per lead between $17.44-$25.77.
LANDING PAGE & SALES COPY
High-converting gluten-free baking academy homepage featuring proven 3-phase system and product mockup with 4.9/5 star rating.
FACEBOOK ADS CAMPAIGN RESULTS
1,126 website leads generated at $17.44 cost per lead with 316,896 reach and $19,634 total ad spend.
THE RESULT AFTER WORKING WITH BLUE WHALE MEDIA
1,126 qualified leads generated through Facebook ads
$17.44 cost per lead (well below industry average for food education)
$19,634.37 total ad spend over 7-month campaign
316,896 people reached in target demographics
5.28 average frequency (optimal for brand awareness + conversion)
Consistent daily lead flow ranging from 3-17 leads per day
Fully automated funnel – leads receive welcome sequence and recipe guide instantly
Zero reliance on algorithm-dependent organic channels
Predictable, scalable audience growth for first time in business history
The Strategy
We built a complete Facebook advertising ecosystem designed to attract gluten-free bakers and convert them into email subscribers automatically.
Ideal Customer Research & Avatar Mapping
We analyzed Maria’s existing student base to identify the target audience: home bakers (primarily women aged 35-65) who were frustrated with failed gluten-free recipes. Many had celiac disease or family members with gluten sensitivities, making this a health necessity rather than a dietary preference.
High-Converting Landing Page & Lead Magnet
We built a dedicated landing page offering a free “25 Essential Gluten-Free Recipe Guide” as the lead magnet. The page highlighted Maria’s credibility and addressed the core pain point: “Finally, gluten-free baking that actually tastes good.” The funnel flow: Facebook ad → landing page with recipe guide offer → email opt-in → instant delivery via automated welcome sequence → nurture emails introducing paid courses and membership.
Facebook Ad Targeting & Creative Testing
We built multi-layered targeting focused on gluten-free lifestyle indicators: interest targeting (gluten-free recipes, celiac disease, baking, cooking), behavior targeting (health-conscious shoppers, organic food buyers), demographic targeting (women 35-65, parents, health enthusiasts), and lookalike audiences based on Maria’s existing email list. We tested 6 different ad creatives including image ads showcasing finished baked goods, carousel ads highlighting recipe variety, and video ads showing Maria’s teaching style. Within two weeks, top-performing ads were delivering leads at $12-18 each while underperformers were hitting $30+. We killed the losers and scaled the winners.
Automated Follow-Up & Email Nurture Sequence
We connected the landing page to Maria’s email marketing platform with a complete automation system. New subscribers immediately received the 25-recipe guide via email, followed by a 7-day nurture sequence introducing Maria’s story, sharing gluten-free baking tips, highlighting student success stories, and soft-selling her paid membership program.
Campaign Optimization & Scaling
We monitored performance daily, adjusting budgets based on cost-per-lead metrics. When ads performed well ($15-17 per lead), we increased spending. When performance dipped ($25+ per lead), we paused and tested new creatives. We also introduced seasonal variations — holiday-themed recipes during Thanksgiving/Christmas, spring baking content during Easter, back-to-school lunch ideas in September.
Over 7 months, the campaign delivered 1,126 qualified leads at an average cost of $17.44 per lead. Maria went from unpredictable organic growth (50-500 subscribers per month) to consistent daily lead flow (averaging 5-6 leads per day, with peak days hitting 15+).
TESTIMONIAL
"Before Blue Whale Media, my business growth was completely unpredictable. I'd post on Instagram hoping for shares, and some months I'd get 500 subscribers while others brought in barely 50. No control whatsoever. Everything changed when they built me a Facebook ad system that delivers 5-10 qualified leads every single day. We've generated over 1,100 leads at $17 each - like people who actually want to learn gluten-free baking. My email list grows predictably, my courses sell consistently, and I finally have control over my business."
Ready to Build Your System?
If you’re losing leads because your follow-up can’t keep up, let’s fix it. We’ll audit your current system and show you exactly where leads are dying.