A dried fruits business came to TABA Digital with a time-sensitive commercial challenge. A large portion of their inventory had a remaining product life of approximately 6 to 9 months, creating pressure to move stock before expiry while maintaining cashflow and protecting business margins.
The challenge was not simply to run ads. The business needed a focused revenue recovery campaign that could convert stock into sales without relying on random discounting or margin-damaging promotions.
TABA Digital developed and launched a full-funnel Meta Ads campaign supported by competitive offer strategy, bundle offers, dedicated landing pages, campaign-specific creative, and a structured sales pathway designed to move stock efficiently.
The Challenge
The business had valuable product inventory, but the remaining shelf life created a real commercial risk.
If the stock was not moved within a reasonable timeframe, the business would face reduced cashflow, lower margin flexibility, and potential product wastage. At the same time, applying heavy discounts without a clear strategy was not the right answer.
The campaign still needed to account for product cost, advertising spend, fulfilment, and the required profit margin.
The objective was clear:
Move time-sensitive inventory, protect margin, generate revenue, and create a more predictable sales pathway.
The Strategic Shift
TABA Digital approached the project as a commercial growth campaign, not just a Meta Ads setup.
Before launching the campaign, we studied the market, reviewed competitor offers, assessed price positioning, and shaped campaign offers that were attractive enough to convert while still commercially viable for the business.
The strategy focused on creating a clear reason to buy, packaging the products into stronger bundle offers, and sending traffic to dedicated landing pages built specifically for this campaign.
This gave the business more control over the offer, stronger message clarity, and a smoother buying experience for customers.
What TABA Digital Changed
TABA Digital built the campaign from the ground up, covering the offer structure, funnel direction, landing page experience, and Meta Ads execution.
The work included:
- Creating a new Meta Ads campaign from scratch
- Developing competitive offer angles based on market research
- Introducing bundle offers to increase perceived value and support larger order sizes
- Building dedicated landing pages to improve user experience and conversion flow
- Structuring the campaign across top, middle, and bottom-of-funnel audiences
- Creating multiple creative and messaging variations for testing
- Aligning campaign spend with margin protection and revenue recovery objectives
- Monitoring campaign performance based on sales efficiency, not vanity metrics
The campaign was built to do more than generate clicks. It was built to move stock, support cashflow, and create a measurable commercial outcome.
The Campaign Approach
The Meta Ads strategy was structured across the full customer journey.
At the top of the funnel, the campaign introduced the products and offers to new audiences. In the middle of the funnel, the messaging focused on product appeal, value, and offer clarity. At the bottom of the funnel, the campaign retargeted warmer audiences who had already engaged with the brand, visited the landing pages, or shown buying intent.
This multi-layered structure allowed the business to avoid relying on one audience, one message, or one creative angle.
Instead, the campaign used a multi-variant strategy across audience targeting, creative direction, and offer presentation. This helped identify what was driving real customer intent and allowed the campaign to improve based on performance signals.
The Results
By the end of the campaign, the business achieved a 4.1x ROAS, successfully moved 72% of the targeted inventory, and generated 11 wholesale enquiries from local business prospects.
This gave the business a stronger cashflow position while reducing the risk of holding stock with a limited remaining product life.
Just as importantly, the campaign created a new commercial pathway beyond direct-to-consumer sales by opening the door to B2B wholesale opportunities.
The result was not only short-term revenue recovery. It also gave the business clearer insight into future sales channels, product packaging, and offer positioning.
Result Snapshot
| Metric | Outcome |
|---|---|
| ROAS | 4.1x |
| Targeted inventory moved | 72% |
| Wholesale enquiries | 11 |
| Primary channel | Meta Ads |
| Campaign type | Full-funnel sales campaign |
| Offer strategy | Bundle offers and competitive campaign offers |
| Landing page strategy | Dedicated campaign landing pages |
| Funnel structure | TOF, MOF, and BOF |
| Business impact | Improved cashflow and new B2B revenue pathway identified |
Why It Worked
The campaign worked because it was built around the business problem first, not the ad platform.
TABA Digital did not simply create ads and send traffic to a generic product page. The campaign connected the commercial objective, offer strategy, landing page experience, funnel structure, creative testing, and margin considerations into one focused sales system.
This helped the business move time-sensitive stock while maintaining a more controlled approach to pricing, advertising cost, and sales efficiency.
For a product-based business, the real challenge is not always demand. Sometimes the issue is packaging the offer correctly, presenting it to the right audience, and making the buying journey simple enough for customers to act.
Final Outcome
TABA Digital helped the dried fruits business turn an urgent inventory challenge into a structured revenue opportunity.
By combining Meta Ads, offer strategy, dedicated landing pages, full-funnel execution, and market-led positioning, the campaign helped move 72% of the targeted inventory, achieve 4.1x ROAS, and generate 11 wholesale enquiries.
For businesses sitting on stock that needs to move, the answer is not always deeper discounts. Sometimes, the real opportunity is building the right campaign architecture around the right commercial offer.
Need To Turn Stock Pressure Into Revenue?
If your business has inventory that needs to move, TABA Digital can help build a performance campaign designed around sales, margin, and cashflow.
Book a strategy call with TABA Digital and get a clearer plan for turning your products into revenue.
