How we increased sales from 6 - 7 Figures for consumables brand On Track Meals
Consumable Food Brand Sees 62% Sales growth and scales from 6 - 7 figures
$1.03 M
Sales Generated
62 %
YoY Sales Increase
4.33
Media Efficiency Ratio
3627
New Customers
About The Client
On Track Meals is an Australia-based ready-to-eat meals brand producing shelf-stable, real food designed for camping, hiking, emergency kits, and travel. All meals are cooked and sealed in retort pouches, giving them long shelf life without refrigeration while maintaining quality and nutrition.
Industry
Consumables
Services Provided
- Google Ads Management
- Facebook Ads Consulting
- Conversion Rate Optimisation
- Mixed Media Modelling Consulting
Overview
On Track Meals had already built a strong e-commerce business through Facebook Ads, consistently achieving a high return on ad spend and steady online sales. With Meta performing well, the team wanted to diversify their acquisition channels and scale further by launching Google Ads.
“We’d had great success with Facebook and were seeing strong ROAS, but wanted to unlock additional growth through Google and capture high-intent search traffic.”
On Track Meals approached Peak PPC to launch and structure their first Google Ads campaigns, with the goal of building a profitable new acquisition channel while maintaining efficiency and scaling revenue beyond social advertising.
Challenges
Unstructured Campaign Setup
Our initial audit showed campaigns and ad groups were loosely organised, with multiple product categories and keywords grouped together. This caused overlap between search terms, diluted performance data, and made it difficult to identify which products and queries were actually driving profitable sales.
Low-Intent & Irrelevant Traffic
Search term reviews revealed spend leaking into low-intent queries such as recipe searches, wholesale enquiries, military rations, and competitor brand terms. A large portion of this traffic was being triggered by broad match keywords, reducing ROAS and inflating acquisition costs.
The Strategy
Product-Led Campaign & Ad Group Structure
We rebuilt the account around a clean e-commerce structure:
Branded search (On Track Meals & brand variations)
High-intent product & category keywords (e.g. camping meals, ready-to-eat meals, emergency food)
Generic discovery keywords segmented by intent
This allowed us to clearly track performance by product type and buying stage, and allocate budget only to profitable segments.
Search Term Control & Negative Keywords
We built an extensive negative keyword list covering:
Recipe and cooking searches
Wholesale / bulk enquiries
Military & non-consumer intent
Competitor brand terms
Broad match keywords were paused or tightened, dramatically reducing wasted spend and improving traffic quality.
Conversion & Feed Optimisation
We aligned conversion tracking with e-commerce purchases, refined bidding around revenue and ROAS, and optimised Shopping and Search campaigns to prioritise best-selling SKUs and highest-margin products.
The Results
Within the first 30 days of restructuring the account:
Strong, scalable Google Ads channel launched from scratch
Significant reduction in wasted spend from low-intent searches
Consistent profitable sales flow alongside Facebook performance
Key outcomes:
Profitable ROAS achieved within the first month
High-intent traffic driving repeatable daily orders
Scalable second acquisition channel unlocked beyond Meta
Google Ads is now a stable, performance-driven growth channel supporting On Track Meals’ continued e-commerce expansion.
